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It’s been a while since I had a genuine belly laugh from a supposedly-comical brand marketing video. But Harley-Davidson’s “e-bike guru” did just that as it poked and prodded its way through cycling culture stereotypes on its way to landing a surprisingly relatable message about simply enjoying riding.

Part of that success might be because it wasn’t really a Harley-Davidson production, but rather came to us via Serial 1, an H-D spinoff company that builds premium electric bicycles.

If Harley is a hundred year old, slow-moving corporate machine, then Serial 1 is its spunky, nimble startup love child. No chrome, no throttles, just electric motor-assisted pedaling.

Serial 1 teamed up with Allies & Co and Bash, a production and film team, to create the “eBike Guru”, a comical short that explores how a new e-bike owner might be tempted to fall into the trap of stereotypical cycling culture.

The short follows Greg as he receives a new e-bike and quickly turns into a cycling snob, much to the ire of his exasperated wife Kathy.

Once Kathy has enough of Greg’s antics, she calls the e-bike’s help line and is put through to a special line for the “eBike Guru” to solve Greg’s problem.

I won’t give anything away. The video is only 8 minutes long and is worth a watch. Let’s be real – it’s Sunday and you’re not doing anything better.

Serial 1 definitely came out of left field when it launched barely a year ago.

Brand Manager for Serial Aaron Frank explained how the company’s status as outsiders in the industry meant that they had to look for clever ways to get their message out.

“The eBike market is crowded and chaotic, and a content piece like this is one way to stand out. We wanted to have a little fun and to take advantage of our status as outsiders in the cycling industry to make some humorous content that could only come from Serial 1. At the same time, many of our mainstream customers are not cyclists and don’t understand that riding a bike isn’t all about suffering. eBikes are the best way to be active, have fun, and explore your world on two wheels.”  

It’s not the first time Serial 1 has had a bit of fun in front of the camera.

A few weeks ago the brand created a one-off e-bike that looked strikingly similar to the BMX bike from a certain hit Steven Spielberg classic. The beautiful e-bike creation was auctioned off for charity, but not before Serial 1 had the chance to film an epic video with it.

(Again, we’re talking less than 90 seconds here. Worth it.)

It may not be conventional, but it’s working.


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Holly Willoughby fined after colliding with moped and injuring rider

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Holly Willoughby fined after colliding with moped and injuring rider

TV presenter Holly Willoughby has been fined in court after she admitted driving without due care and attention when her car collided with a moped, injuring the rider.

The star, 44, pleaded guilty by post to the charge at Lavender Hill Magistrates’ Court on Tuesday but did not attend the hearing.

Willoughby was fined £1,653 alongside £130 in costs and a £661 victim surcharge and given six points on her licence, the Metropolitan Police said.

According to court documents, the incident happened on 28 August as she was driving her Mini Cooper near her home in Richmond, southwest London.

Police were called to Church Road, Barnes, following reports of a collision.

The rider of the moped, a 43-year-old man, was taken to hospital. His injuries were assessed as neither life-threatening nor life-changing.

Read more from Sky News:
Gavin Plumb loses appeal
Willoughby tells of ‘tough’ year

The presenter is best known for fronting Dancing On Ice as well as ITV daytime show This Morning, which she left in October 2023.

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Sabrina Carpenter hits out at ‘evil and disgusting’ White House video featuring her song

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Sabrina Carpenter hits out at 'evil and disgusting' White House video featuring her song

Sabrina Carpenter has hit out at an “evil and disgusting” White House video of migrants being detained that uses one of her songs.

“Do not ever involve me or my music to benefit your inhumane agenda,” the pop star posted on X.

The White House used part of Carpenter‘s upbeat song Juno over pictures of immigration agents handcuffing, chasing and detaining people.

It was posted on social media on Monday and has been viewed 1.2 million times so far.

President Trump‘s policy of sending officers into communities to forcibly round up illegal immigrants has proved controversial, with protests and legal challenges ongoing.

Mr Trump promised the biggest deportation in US history, but some of those detained have been living and working in the US for decades and have no criminal record.

Carpenter is not the only star to express disgust over the administration’s use of their music.

More on Sabrina Carpenter

Olivia Rodrigo last month warned the White House not to “ever use my songs to promote your racist, hateful propaganda” after All-American Bitch was used in a video urging undocumented migrants to leave voluntarily.

Read more from Sky News:
Pope urges Trump not to oust Venezuelan president by force

Government delays Chinese ‘super embassy’ decision

In July, English singer Jess Glynne also said she felt “sick” when her song from the viral Jet2 advert was used over footage of people in handcuffs being loaded on a plane.

Other artists have also previously hit out at Trump officials for using their music at political campaign events, including Guns N’ Roses, Foo Fighters, Celine Dion, Ozzy Osbourne and The Rolling Stones.

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Dame Joanna Lumley warns of ‘crisis hidden in plain sight’ – with 1.5 million older people set to spend Christmas alone

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Dame Joanna Lumley has warned of a “crisis hidden in plain sight”, with 1.5 million older people set to spend Christmas alone.

Age UK spoke to more than 2,600 people and found 11% will eat dinner alone on 25 December, while 5% will not see or speak to anyone the whole day.

Applied to the overall population, the findings suggest 1.5 million people will eat alone at Christmas, according to the charity.

Dame Joanna said the “silence can be deafening” for those left isolated and called it “a crisis hidden in plain sight”.

The actor and campaigner is now joining other luminaries including Dame Judi Dench, Brian Cox and Miriam Margolyes to back Age UK’s campaign against loneliness.

The charity says its volunteers made more than 70,000 minutes’ worth of calls to people during Christmas week last year and is urging people to donate.

‘A tragedy we don’t talk about enough’

Age UK said it also supports coffee mornings and festive lunches to give lonely people the chance to enjoy in-person interaction.

Dame Judi said: “For so many older people, Christmas can be a time of silence – days without conversation or company.”

Succession star Brian Cox called the issue “a tragedy we don’t talk about enough”.

He said: “Far too many older people are left spending the season in silence, when it should be a time of warmth, connection and joy.”

Brian Cox is another of the campaign's high-profile backers. Pic: PA
Image:
Brian Cox is another of the campaign’s high-profile backers. Pic: PA

Margolyes, of Harry Potter fame, added: “Growing older shouldn’t mean disappearing into the background, we need to be seen, heard and celebrated.

“That’s what Age UK is striving for – they’re changing how we perceive age.”

Read more:
What counts as a white Christmas?
CCTV shows festive thief

The charity’s chief executive, Paul Farmer, said: “Your donation could bring comfort, friendship, and care to an older person facing loneliness this winter.

“From friendly, weekly calls to local lunch clubs, we’re here to make sure no one spends winter alone. But we can’t do it without you.”

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