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.
SEO TAKEOVER
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.
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 so they rode off into the sunset, ebikes on pedal assist mode and all #happywifehappylife
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
Copywriter: Jackson Knox