Has anyone noticed the latest Diet Coke advert with the Welsh singing strumpet Duffy 'borrowing' a single speed bicycle to nip to the shop for a can of pop before her gig? Now, am I just getting excited about seeing a girl on a bike (I would have been more excited if she was riding fixed) or are advertising honcho's seeing single speed bikes as the coolest thing to travel about on? Does this mean we are heading towards a large mainstream trend? I hope not because after every fad comes the back lash. Here is an example of how advertisers forget that cyclists are a community, a very diverse community and that their message can back fire.