Rob Ford Cycling Toronto

New website gets Rob Ford cycling, sort of

Rob Ford, cyclist? If trying to picture that makes your brain hurt, perhaps a little animation will help. In response to the mayor's generally negative stance toward cycling, the folks over at Duke's Cycle and ad agency DentsuBos have put together a new website called RideForRob.com where vistors can "donate" their rides to an animated facsimile of Ford who in turn gets fitter and fitter as the kilometres accrue.

According to a press release, the point of the campaign is "to demonstrate the fitness benefits of bicycling in the city" and to change the mayor's attitude toward cycling in general. It also serves as an opportunity to make light of Ford's stature and his failure to meet his weight loss goals earlier this year. I've never been much a fan of this, but I suppose the moment the Cut the Waist challenge got underway, the subject became fair game.

The website's donation form works on the honour system, so it's quite possible that Ford's avatar will get real thin, real fast and the whole exercise will be over before you know it, but in the meantime, it's worth a few smiles. And, hey, now you know what Ford looks like on a bike. Sort of.


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