Image of Hovding invisible bicycle helmet inventors with link to video

I love this perfect marketing film about the invisible bicycle helmet – and I love the idea even more.

To say the film veers to the laid-back is an understatement but it works for me on every level, not least the fact that’s it’s in Swedish and we’re having a big cultural hug-fest with the Nordic countries right now. Yep. I have watched it a few times, to get the sub-titles after watching the flow and it gets better with every view.

The filmmakers actually break a few online film laws themselves – it’s 3 minutes, 35 seconds for goodness’ sake. Surely we know that you have 30 seconds, 1 minute max for online marketing videos? But it works … really well.

Whoever developed the storyboard and wrote the script deserves an award. During the 215 seconds runtime we’re introduced to the invisible bicycle helmet inventors Anna Haupt and Terese Alstin and get to spend some joyful quality time with them – real quality. By the end, we know they are special and have a world-changing product.

They also throw in a nice MacGuffin that has you distracted, which I won’t spoil by telling you about it.

But it’s only at the very end of the film that we have the “reveal”. By the time you get there, you know this product is exceptional. The fact that it’s to be marketed for women doesn’t discombobulate you for a single second.

The film is a must-watch. See The Invisible Bicycle Helmet here and hope you enjoy it as much as I did. You can also find out more about the Invisible bicycle helmet, or Hövding (which means “Chief” or “Prince”, I think) here.

As the film says: “If people say it’s impossible we have to prove them wrong.”