Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Segway Comes Back to Earth

Published on .

Segway: Forget walking.
Since the days when it was known by the code-names "Ginger" and "It," the media hype surrounding the Segway has been overwhelming. So much so that the nifty scooter has already inspired backlash, turning up on the acclaimed sitcom Arrested Development as a telling prop for a character who is essentially, well, a doofus. In two new spots, the "revolutionary" conveyance at last comes back to earth with a little self-effacing humor. Created on a project basis by TBWA/Chiat/Day/N.Y. -- and directed by former TBWAers Simon McQuoid and Richard Overall via Go Film -- the spots are intended for the relaunch of the company's website next month. In one, we see an engineer explaining why the Segway is the greatest accomplishment of mankind, even as a warehouse worker begs to differ. Their haggling results in the rather modest tagline: "Segway. Nothing to sneeze at." In the other, we see office workers crawling to their two-wheeled scooters since walking has now become a thing of the past.
Most Popular
In this article: