"On Sundays some people go to church... some watch football... others prepare for battle, a battle against the streets." So begin the title cards in a video depicting bold urban mountain biking on top and amongst the staircases, picnic tables, and roadside barriers of central Madison. Like many other videos of this genre, though, this one turns out to be an advertisement, though for something much more interesting than apparel or a beverage.
The brief spot follows below.
The video turns out to be an interesting promotion for Mad City Rides, something of a local social networking site "designed to provide information in an online community setting that has valuable resources for biking in Madison area." Created by bicycling enthusiast Dylan Hughes (two of his fixed gear creations are introduced here and here), the site is promoted in the video as coming in the summer of 2007. Are you ready?