TV commercials are so last decade! Instead of watching a four-wheel drive navigating tough terrain, how about looking down at the street below your feet (or wheels)? In order to encourage more cyclists in the city, BikeNYC in partnership with Transportation Alternatives has commissioned Mother New York to create an attractive and fresh advertising campaign. The message is painted on a perfect canvas: the streets of New York. Print ads and billboards depict aerial photographs of the streets branded with messages in traffic paint. “Bike like a New Yorker” – the namesake of the campaign – is one of many features among others such as a stylized, “May we suggest biking?” Another print mocks the typical block letters that indicate “bus stop” by replacing the phrase with a tongue-in-cheek, “the bus stops.” BikeNYC aims to become an information and social hub for cyclists in the city, and the clever shout-out to every city dweller traveling on the road is surely to garner the talk of the town.