It would appear that Shimano have given up selling bike parts and instead turned their attention to producing surprisingly moving videos featuring many a good dog running around on MTB trails.
Who knows what Shimano’s plan is here. For a nine minute long video, there was very little product placement and a huge amount of dog’s scrubbing rollers. The slightly cheesy voiceover was strangely moving and the music choice, from relaxation to heavy electronic, just added to the confusion. That’s not a complaint though, just intrigue into the game plan.
My theory is that Shimano have probably made and sold all of the components they can, so why not turn their hands to dog videos. At the current demand, Shimano (and other manufactures for that matter) components are selling out at distributors long before they arrive and we as consumers are facing what I have coined The Great Cassette Shortage of 2021.
When this will end is anyones guess, but if it means that Shimano keep producing slightly confusing and emotional videos, I can’t complain.
That is until my chain snaps.
FOUNDER-DIRECTOR: James McKnight
CO-DIRECTOR: Ben Winder
CHAIRMAN: Mike Rose
SOUND SCIENTIST: Victor Lucas
CREATIVE DIRECTOR: Chris Jones
DOOD OF DOODLES: Jon Gregory
Anna Buick, Chris Hall, Pete Scullion, Ric McLaughlin, Paul Aston, Chris Kilmurray, John Parkin, Chris Jackson, Pedro Ballin, Alan
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