WTF is going on at Tescos in Brixton?

it's funny how something becomes adopted by the masses innit?

there's no reason on earth why fixies should be in a ford focus ad or a diet coke ad - they will have no impact on the sales of either and nationwide the ads will have no sway over the mass market's interest in fixed gear. Yet people involved in the publicity decide the products need an injection of cool, and arbitrarily the fixie is chosen (as I doubt the BLB publicity machine is hammering out product placement deals).

What a shame the fixie can be appropriated by absolutely anyone for any means. Instead of diet coke and ford someone should be making a kids film where somehow the fixies they are riding become intrinisic to the climax of the plot. Then it would blow up for the right people rather than a bunch of halfwit London thirtysomethings who listen to Chris Moyles and take it easy monday to friday "cos it's a school night".

We've come a long way since ET.

Don't be so precious...