Public transit doesn't exactly bring the adrenaline rush that mountain biking does, yet a new commercial from BC Transit manages to make the link.
Combine Iles' mountain biking skills with the cinematographic talents of Sherpas Cinema — the acclaimed B.C.-based production house behind "Into The Mind" — and you've got yourself one amazing commercial.
For public transit.
The ad, shot in Squamish and uploaded to YouTube this week, is actually the second video in a four-part series from BC Transit, which serves 130 communities.
The first ad, which aired two years ago, was also created by Sherpas Cinemas. It repurposed original footage from their film "All.I.Can" that featured freestyle skiing star JP Auclair (who died in an avalanche last year).
"The purpose of our campaign is to encourage new ridership and help change the perception of public transit, particularly with youth audiences," BC Transit's John Barry said in an email to The Huffington Post B.C. "Plus, this is a great way to inform the public that our buses have bike racks and provide an environmentally-friendly transportation option."
Two other ads highlighting base jumping and mountain climbing are expected later this spring and fall.
The budget for the campaign is $117,000, said Barry.
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