Cyclists offended by insurance company video

A video published by Suva, an Swiss insurance company, has offended a number of cyclists. The video portrays the grisly fate of a smug dimwitted cyclist who ridicules his vindictive car-driving colleague and neighbour. His neighbour takes his car to work, even in winter, while the hardy cyclist rides rain, hail or shine.

When the cyclist fails to show up at work (he’s dead) the car driver can’t resist a dig.

So what is the moral of this story, which follows a car versus bike narrative from start to finish, and ends with a dead cyclist?

Cars are safer than bikes? OK.

Efforts to improve one’s health or save the planet can never makeup for smugness?

Car drivers eventually deliver a form of rough justice guaranteed to cure any two-wheeled arrogance?

What about train riders? How should they be characterised? Neither dim nor vindictive, but a bit smug maybe?

What about someone who drives on a Monday, cycles Tuesday and catches the train the rest of the week? How should they be defined? Troublesome tribeless commuter outcasts perhaps?

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