It's your (gendered) ride

By : Lowrah · February 24, 2012

Nothing like a short film, used to advertise a tire brand, to remind you to conform to a gender stereotype.

The film starts out with the dude putting on his new branded tires, and the woman is having her tires put on by a man in a bike shop.

MAN:  Wheelie poppin' speedy risk taking fixed gear rider with a tan and athletic body.

WOMAN: Slow riding color coordinated cruiser rider with an obscured face riding separate from traffic.

And never the two shall meet.

I mean, they could have at least showed her riding with no hands or skidding with the coaster brake or something.

It's Your Ride

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Directed by Daniel Leeb of Cinecycle Productions. This short film features Alfred Bobe Jr. and Fatimah Durkee. The film spins a visual ballad between the two cyclists experiencing the city in their own unique ways. Both cyclists are city dwellers who amidst the chaos of the concrete jungle have created a private and peaceful psychological space as they traverse the streets. They are both alone and yet they are both very much aware of each others presence. The film speaks to the harmony with one's environment that can be found while riding a bicycle in a city and the synchronistic connection we can have with those we have not even met. The short was commissioned by Hutchinson tires.

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