Cowboy "Ride on" by We Are Pi

Electronic bike brand Cowboy dramatises a sense of awakening through a cinematic film promoting its new C4 model.

The ad, by Amsterdam-based agency We Are Pi, immerses viewers in a black-and-white world where a woman connects her smartphone to her Cowboy 4 e-bike before gliding through a city that comes to life around her. The effortless ride allows her to tune in to the sights, sounds and rhythms of her urban environment – finally snapping out of the "autopilot" mode that is far too common in modern life. 

The campaign will run across digital, social media and out-of-home platforms in German, Belgium, France, The Netherlands and UK.


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