Electric scooter company Taur’s first ever ad campaign showcases the woes of Los Angeles traffic and transportation, paralleled by the ease of e-scooters.
In the ad, after a trip to the convenience store, the owner of a Taur scooter zips by drivers in traffic and sweaty bike riders, making it home with his ice cream still unmelted.
The 75-second commercial was filmed in the city and directed by LA native Alfredo Vidal, who has also helmed spots for automakers like Volvo and Subaru. It was created via production studio Untold Fable, part of AnalogFolk Group.
“Showcasing Los Angeles’ culture authentically was at the heart of the brief, for us that meant working with a director and crew who live and breathe the city. Our unique model of a diverse global network of talent made this easy,” said Becci Ride, head of production at Untold Fable, in a press release.
Founded in 2020, Taur now joins several other LA-based e-scooter companies such as Bird and Lime—both founded three years prior. Besides the U.S., Taur can also be found in London—where it is headquartered.
E-scooter usage has risen in the past few years. In its 2019 Shared Micromobility Report, the National Association of City Transportation Officials, or NACTO, reported that scooter ridership surged from 38.5 million in 2018 to 88.5 million in 2019.
“Anyone who’s ever owned one knows how much time and money you save—and how much fun it is! Taur set out to present that lifestyle in a genuinely desirable way,” said Taur’s head of marketing Ed Turner in a press release.
The ad will run across digital and social channels starting today.