TRADITIONAL CYCLISTS CAN BE SNOBBISH ABOUT E-BIKES. THIS SPEC CAMPAIGN ADDRESSES THE FEUD HEAD-ON WITH BOLD, HONEST MESSAGING - "YOU CAN CALL IT CHEATING, WE CALL IT FUN/ADVENTURE/EFFICIENT." INSTEAD OF APOLOGIZING FOR ELECTRIC ASSISTANCE, IT OWNS THE ADVANTAGE. DYNAMIC LAYOUTS SHOW THAT SMART BEATS STUBBORN EVERY TIME, DEMONSTRATING HOW TO TURN CONTROVERSY INTO CONFIDENT BRAND POSITIONING.