I truly don’t know what Shimano’s play is here. There is no hard-sell of disc brakes or groupsets, no gratuitous close-ups of expensive bike gadgets.
Instead, you just get nine wholesome minutes of dogs flying along trails. It’s not selling anything and yet, I want it all: all of the mountain bikes, all of the dogs.
There are big dogs and small dogs. A pair of little Jack Russells; a gorgeous Labradoodle thing. Their names are Levi, Lucy & Syd, Driggs, Nash and Emmy. They are each, in their own unique way, Very Good Boys and Girls who love nothing more than going for a run in the forest with their humans.
The whole thing’s gorgeously filmed, interestingly soundtracked (ambient > EDM > repeat), and has a weirdly moving voiceover that meditates on ageing and the unbreakable bond between a dog and its master.
Will you cry at the end? I’m not ruling it out. Did I get choked up? Do I really need to answer that question?
Who knows what the point of all this is, because I can’t imagine it’s shifting too many shifters. Who cares. It’s just absolutely goddamn lovely. Watch it.