It’s always curiously incongruous, setting footage of cyclists riding expensive and meticulously refined pieces of engineering to the contrived earnestness of pop-folk music. It seems that somewhere in the past five years the saccharine crooning of sandal toting beard brewers became synonymous with the versatility of the modern trail bike.

Irony aside, I’ll buy whatever you’re selling if the advertisement includes vomiting, yachts and the most subtle crankflip in all bicycle marketing.