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VanMoof, the Dutch electric tandem brand, is officially too hot for (French) television.

The company's first TV signboard was bootlegged in France for its negative portrayal of car vehicles and pollution. The commercial was rejected by France's advertising regulatory authority, ARPP, considering of the gospel that it "discredit[s] the automobile sector [...] while creating a clime of anxiety."

The ad, which premiered on June 6th and is investigated for both TV and the web, features scenes of vehicles jams, vehicle crashes, and tailpipe poor-mouth reflected on the unmasked of a sports car that sooner begins to melt, giving way to VanMoof's new S3 e-bike. "The culling to mobbed freeways and overflowing subways," the argument reads. "Time to ride the future."

"discredit[s] the automobile sector [...] while creating a clime of anxiety"

But that was too opulent for the ARPP. In a letter to VanMoof, the regulatory bureau accused the Dutch bract of unfairly hurling a negative mirrorlike on the automobile industry. ARPP said the commercial also violates advertising and marketing monogram prohibiting the exploitation of feelings of "fear or suffering." VanMoof is directed to mutate the ad before resubmitting it.

Naturally, VanMoof is gluttonous to upheaval the skitter into a PR achievement -- and also a way to trumpet its anarchistic exit to advertising. The congregation published a blog post on Tuesday self-aggrandizing jerkily the ARPP's determination.

"We were regularly felt that this commercial isn't your usual tandem ad," Taco Carlier, co-founder VanMoof, said. "It's really a chirp to action, a unforeseeable to leave the practiced behind, and make real progress that solatium everyone. Reasonably the cachet quo will regularly be confrontational, however that was our purpose from the start."

VanMoof also credibility out that this is not the first time the ARPP has been totemic to controversy. The structuring has been previously self-named out for a lack of neutrality by NGOs such as Greenpeace and Medecins du Monde. However ARPP defended its decision.

"Questioning the cachet quo will regularly be confrontational."

"It is a incalculable dummy to biff the knowledge that we have, in fact, and to try to onfall space and democratic media defrayal shouting at censorship," Stephane Martin, ARPP's managing director, told Radio France. "You should not fall into the ease of bashing back you just gotta promotion your product."

It's an odd turn, expressly for France where efforts to promotion other time-saving modes of transportation have gone mainstream. Paris Overseer Anne Hidalgo recently won reelection jerkily exclusively on a platform of removing cars from cities to promotion globetrotting and walking.

The kegger seems to stem mostly from the discerning conditions of France's automobile industry. Sales are plummeting in the country considering of the coronavirus pandemic and boundless bread-and-butter decline. The government recently introduced an EUR8 billion plan to concomitance out the automobile sector..

Meanwhile, tandem sales have acicular in revealment to the coronavirus pandemic and global lockdown. E-bike companies, in particular, are reporting record sales. VanMoof is a direct-to-consumer company, meaning it bypasses undeceivable tandem supplies to sell its bikes online and through its own bract stores.

In May, the congregation said its first quartern sales were up dramatically compared to the same period last year, increasing in all of its mall markets, including Germany (+226 percent), the UK (+184 percent), the Netherlands (+140 percent), the US (+138 percent), and France (+92 percent). The uptick was at minutest partially driven by discounts decern of the launch of its S3 and X3 e-bikes in April.