Lectric ebikes: Midlife Cyclists
The first midlife splurge your doctor, wallet, and partner all approve of.
Lectric eBikes will meet men at a pivotal moment—redirecting impulse spending toward something that actually improves their health, mobility, and sense of youth.
We will intercept midlife-crisis Google searches, for both the husbands and their partners, with Lectric eBikes appearing at the top, featuring copy tailored to each query.
SEO TAKEOVER
In-app
When a middle-aged man searches for something like “Corvette,” a Lectric eBike appears as a promoted result.
The listings will gently roast the impulse while offering a healthier, more affordable alternative.
CAR SHOW HIJACK
An in-person activation at local car shows. Lectric eBike gets the full top-notch treatment: rotating platform, spotlights, velvet rope, and a hot, wallet-friendly price tag.
The attendees are already in the mood to spend on something that makes them feel alive. We're just giving them a better, cooler option.
OOH
THE MIDLIFE CYCLISTS CLUB
A real, joinable eBike riding club for middle-aged men. Rides are social and low-pressure. Members get routes, community, and a reason to leave the house that isn't a dealership.
And they rode off into the sunset, eBikes on pedal assist mode and all.
PARTNERSHIP
Adam Sandler is THE midlife cyclist.
He's not pretending to be 30. He's not overcompensating. He's just a guy who found something that makes him happy and rides it everywhere. As the face of The Midlife Cyclists Club, Sandler is real-life proof of concept.
He will cruise around, carry out his errands, and naturally, the paparazzi will follow.
Hope you enjoyed the show!
Art Directors: Kristen Bongco (me!), Ana Laura Vallejo
Copywriters: Jackson Knox, Iris Deng