Last month we did something we've never done before...
But first, some context:
The idea of the Bullitt was sparked by real experience. Harry rode his old Long John around town - not because of ideals, exercise-need or an attempt at CSR - but because it was the most practical, the cheapest and the fastest way to haul his tools around the city. There's a saying in the office - "we're too busy to drive a car", that was true then and it is true now.
Before we say anymore though, we want to make one thing clear: We DO also have a real love for cars! The Bullitt name, the Race colourway, the John Player Spezial, Bluebird — all are nods to a world we admire.
Last month we did something we've never done before...
We spent our first EVER ad money — and what did we spend it on?
Poking fun at politicians turning the municipal election into a fight about car parking.
Because when the main topic in Copenhagen's elections — the city that built its global reputation on cycling — suddenly becomes “more parking for cars”, you can’t help but raise an eyebrow.
And for us, it also struck a nerve in a familiar way. Because just like Harry, back when he invented the Bullitt, we think that practicality matters most - and yeah okay... we do have a bit of a bias in regard to this topic: We’re cyclists. We’re Copenhageners. We love design, movement, and momentum. Admiration for cars isn’t the same as alignment with car-centric policies. Here's the video by the way:
This stance is nothing new for us.
Look at the Bullittopia vs Carmageddon box graphics.
Look at the Last Mile Delivery study we funded.
Look at the stories we tell, and the ten years of Bullitteers documenting better city logistics with no budget behind them.
We believe that there are certain fights that we, can pick and should pick.
- More efficient city logistics
- Better mobility choices
- Fairer streets
- Infrastructure that matches how people actually move
- And a future where businesses can grow without adding vans to already congested streets
We know - we're just a company. An economic creature that some people rightfully think should keep its bike-chain-greased fingers far, far away from politics and social issues. Fair point, in a world where every second brand is busy greenwashing, pinkwashing, or inventing new colors to wash with, who wouldn't be skeptical? Especially when money's involved.
But when our commercial interests so perfectly lined up with what everyone here already rants about at lunch, we thought: you know what? Fine. Let's do it. Let's take a stand. Let's raise that beautifully calloused middle finger. And let's enjoy the fact that the first ad money we ever spent went to something we actually believe in.
That’s where our head is. That’s where our resources go. We truly care about this.
If we're spending, it's to accelerate the proof that already exists: cargo bikes work. They're fast, cheap, healthy, efficient, and they transform cities. And thousands of Bullitteers show it every day. Taking a stand wasn't new for us, ad-spending was - we think it went pretty damn well and yea, if it helps us sell some bikes we don't mind either. We are an evil capitalist multinational organization after all :).
So yes, last month we finally tried paid advertising.
We used it to underline a belief we’ve held since the first Bullitt hit the streets:
If cities are going to work, we need mobility that works for cities.
And if you’re out there building that future — with a study, a delivery experiment, a community ride, a prototype box, or a wild idea you’re cooking up — we’d love to hear from you. That’s the kind of thing we’re here to back.
