Cycle commuters in London’s Islington had their morning commute brightened up recently when they were cheered on by a flashmob as they headed to work.
Taking place at Owen's Field close to Angel Tube station, an enthusiastic group of “fans” made a lot of noise and a fair old spectacle for the morning commuters, some of whom waved and smiled in return.
The video was posted to YouTube by the website Cyclists Are Heroes and it seems to be the first event they’ve organised – though they’re already recruiting for another one for Spring 2015, again in London.
They say: “We can’t all ride the Tour de France, but every cyclist deserves a little celebration.”
There’s no hint of who is behind Cyclists Are Heroes, and other than the fact the website is registered in Italy, there’s no information about who is behind it.
That part of London is awash with creative industry firms, though, and the people forming the flashmob look like they’d fit in at an advertising or digital marketing agency.
So call us cynical, but we wouldn’t be surprised if ultimately this turns out to be all about trying to flog you something.
Providing a Tour de France style experience for everyday cyclists is nothing new, of course – last year Goldie starred in a Tesco Mobile ad that ran along that theme.
That ad was itself clearly inspired by French prankster Remi Gaillard’s Tour de France stunt from 2009, which has notched up more than 10 million views on YouTube.
Simon has been news editor at road.cc since 2009, reporting on 10 editions and counting of pro cycling’s biggest races such as the Tour de France, stories on issues including infrastructure and campaigning, and interviewing some of the biggest names in cycling. A law and languages graduate, published translator and former retail analyst, his background has proved invaluable in reporting on issues as diverse as cycling-related court cases, anti-doping investigations, and the bike industry. He splits his time between London and Cambridge, and loves taking his miniature schnauzer Elodie on adventures in the basket of her Elephant Bike.