The Times Cycling Campaign

I don't think anyone is going to see someone on a bike in fixeh skidder mode and think - I won't ride a bike to work. They won't look at the skidder and think, if I start cycling to work, I'm going to end up looking like that. It's too 'sub-cultural' a look for that to happen. But they might look at a melt in fluoro and think, shit, if I start cycling to work, I'm going to end up looking like a right bell-chief. They associate our shit weather and cycling in general, with the need to look like a highlighter pen on wheels.

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Are you serious?