Outsmart your city

Dormant but not dead. Qulture lives. 

Apologies for the long radio silence here at Qulture, we’ve been busy. However, we will continue to endeavour to keep bringing you snippets and snapshots of quirky culture as often as possible. 

And today, Amsterdam: a cyclist’s paradise. The stunning piece of content we write about today doubles up as an advert for Dutch bicycle company Veloretti, selling bikes all over the world, each one forged in the hub of cycling itself. 

The short spot is beautifully shot; well-lit, emotive cinematography, with short, sharp cuts bringing a veritable energy to the film, somewhat mimicking the act of cycling itself. The dim, overcast grade brings a moody feel to the edit, and when coupled with the choice of track, gives an introspective atmosphere to the whole film. 

However, it’s the voice-over that truly makes this piece of content great. A street voice-over artist emotionally dives into the grit and determination of the cyclists of Amsterdam to never stop riding no matter what gets in their way. Clever, poetic wordplay brings a rhythm and rhyme to the ad as he talks about ‘inhabitants with strange habits’ and ‘red bikes, red lights, red eyes, but still they ride’, highlighting the doggedness and tenacity of your typical Amsterdam cyclist. The poetry motivates the viewer, stirring something in you deep down: an eagerness to get out there and do it yourself.

All in all, it’ll leave you with an immense sense of wanderlust and a motivated desire to jump on a flight to Amsterdam and pedal around the Dutch capital. 

Click here to check it out.