Intellect in Advertising: ‘We Were Never Born’

I’m always a fan of good advertising. Especially when the brand makes an effort to create something beautiful and thought provoking. I recently stumbled across this 2013 ad from Dosnoventa, a Barcelona-based bicycle company, via Brain Pickings, that I love for its combination of filmmaking, music and literature.

Created by director Sergi Castella and filmmaker Hector Ferreño, the short film has a dreamy quality, set to a soundtrack of Johnny Cash and Pink Floyd. The voiceover, provided by James Phillips, takes an excerpt from a Jack Kerouac letter, written to his ex-wife Edie Parker in January 1957. (The letter can be found in The Portable Jack Kerouac.) Kerouac, at the time, was interested in Zen Buddhism, which is reflected exquisitely in his letter. He writes, “Close your eyes… listen to the silence inside the illusion of the world, and you will remember the lesson you forgot… It is all one vast awakened thing. I call it the golden eternity. It is perfect.”

Kerouac’s words are matched with sweeping mountains views, friends exploring nature, and some great custom motorcycles, in addition to the Dosnoventa bikes. You can’t help but be wowed and transfixed.


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