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.