Streetfilms picked up on this Lexus commercial, and was initially thrilled that it depicted a ‘complete street’:
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But then:
From the look of the city, I knew it was likely shot in Vancouver. And after freeze framing the video and looking at the street names it’s apparent this was shot on Vancouver’s Dunsmuir Street, which does indeed have a wonderful protected bike facility. (Streetfilms Note: we have a video debuting shortly on bicycling in Vancouver, from the Velo City 2012 conference in June.)
However, delve a little deeper into the photoshopping and F/X and you’ll find that the advertising world just can’t leave well enough alone. Although they have nicely populated the streets with pedestrians and cyclists, all four cyclists depicted on Dunsmuir are riding outside the bike infrastructure!
Oh well, it’s a start.
Not only that but he drove right through someone’s rear wheel!
Not only are there bikes outside, there are also cars driving inside the bicycle infrastructure!
Not to mention that in the “Pursuit of Perfection” the two Lexus at the end (and one in the beginning) are driving in the Granville Bus Mall [with no busses], but even more so that the primarily presented vehicle is driving backwards against traffic, and Dunsmuir has gone two-way.
Could this be a post-Viaduct removal condition for Dunsmuir, a return to the Seymour-Howe bus couplet, and an introduction of one-way part-time vehicle access on Granville? If only the drivers and riders respected that bikeway, I think Lexus might be on to something.
You’re overanalyzing (no one mentioned 2-way car traffic on Dunsmuir)
Advertising agencies aren’t looking at the practicalities – they are purely superficial.
Indeed I am overanalyzing. As a designer I respect that visualizations give us an opportunity to see possibilities, even if they come from a superficial source. (Also in the video the cars on Dunsmuir are running in both directions. If the Viaducts are removed the rationale for a oneway Dunsmuir is removed too.