horRIDLEY done, luRIDLEY amusing, and of course, acRIDLEY mocked

Howwwwwwdy ha, boys and girls.”–Mr. Hankey

Have you seen the full page Ridley ads running on the back cover of recent Cycle Sport magazines? Somehow, I don’t think Ridley envisioned this type of mental imagery associated with their ‘cross frames’ introduction to the U.S. While the Ridley execs assuredly pontificated the aura of “badass”, their ad agency sputtered, delivering a comical “sad-ass”. One can only hope that Bart Wellens, Mario de Clercq, or the inexplicably anonymous gent in the back (he had the right idea and conveniently had his name expunged from the record…) were amply, amply compensated.

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