My take on that at the time was that vested business interested didn’t want to see a direct connection made between cars, pollution, congestion, and wasting of space.

I also suspect that VanMoof hoped to cause a stir to get more articles written. Their QA may be shoddy, but their marketing is on point.

Maybe I’m just naive, but I would never have predicted that ad would be controversial enough to be banned. It seems like totally reasonable messaging for an e-bike company - why not play to your strengths? Maybe in the ad space it’s more clear where the invisible lines are and they really did mastermind that this would elicit a huge negative reaction that they could play up for marketing purposes.

When clicking on that link I was expecting to see some Italian Job inspired ad about their bike retrieval service. Camera opens on two slim but imposing men in adidas jump suits and dark sunglasses, looking down at an iPhone with a flashing red dot on a map. The lighting is dark, the feeling gritty. They look at each other with unspoken affirmation before kicking down a door in narrow European tenement hall. Inside the apartment is littered with clearly stolen bike parts. The bike thief looks up from his chop stand, VanMoof eBike leaning against a wall beside him, and makes eye contact. Without a word, the thief grabs the bike, hops on it and bolts out the window. The two men each grab bikes in some half-state of disassembly and follow him out. A bike chase across European roofs follows. Sounds of a helicopter above. The thief is eventually cornered on a rooftop, the two men close in, camera fades out. The camera opens now, to the same two men holding the bike, in front of another door. Except this time the lighting is bright sunshine, think classic happy retail commercial. They’re wearing khaki shorts and polos, looking like basic, friendly big box retail employees. The door opens to a woman who face is initially concerned, then upon seeing the bike, she is relieved, and hugs the two men. Scene fades out. “VanMoof Theft Recovery Service. We’ll get it back.”

That I could see getting banned.