Kids feel the call of the open road and a pair of wheels in this Christmas spot for U.K. car accessories and bicycle retailer Halfords. Created by Mother London, it's the latest in a series of spots tapping into the country's passion for cycling. Here, the agency contrasts a post-holiday lull of discarded toys, too much chocolate and TV with the excitement generated by a neighbor riding a brand-new bike. The retailer aims to stir up memories among adults as well as conveying the freedom of cycling for kids; the tagline is "Does anything beat a bike?"
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