Ryder Hesjedal finds his way in Garmin ad

by Raymond Parker on January 14, 2013

in Cycling, Racing, Technical, Video

As I’ve mentioned previously, I am not yet a convert to on-bike GPS, preferring old school bike computers, at least when it comes to brevet navigation.

I will admit to being drawn in by this well-produced little film/ad from Garmin, starring its new Edge GPS systems and stars of Team Garmin-Sharp, including our own Ryder Hesjedal, winner of last year’s Giro d’Italia. The story humorously illustrates the Edge series’ futuristic live tracking technology, enabled through pairing with a smart phone.

Every time I watch this, I feel the evil of advertising exploiting the vulnerabilities of my inner gear freak.

Jay January 14, 2013 at 12:36 am

Big Brother spooky…with lots of corporate sponsorship. No thanks!

Raymond Parker January 14, 2013 at 10:54 am

I’d say, you’re generally correct in your mistrust, Jay, but for your characterization of who might be behind such brave new technology.

Rather than Orwell’s villain (the “boot stomping on a human face forever”), I’d suspect Mustapha Mond, of Aldous Huxley’s brilliant 1929 dystopian vision. In Brave New World, the object isn’t to terrorize into compliance, but to keep everyone distracted, happy, and docile. Much tidier option.

Laurie January 18, 2013 at 9:47 am

Been thinking about one of these and suggested to spouse that she could then track my route. She responded that if she noticed that I was stuck in one place for a while I was either broken down, stopped for coffee or…..

On second thought…. 🙂

Raymond Parker January 20, 2013 at 10:23 am

The real downside would be having to explain why one stopped at some place called “Pam’s Passion Palace.”

“Oh, darn! Now you know what I’m getting you for Christmas.”

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