Well consider that in recent past some ads have used cyclists as the fall guy or the butt of a joke...

Along with that is also the movie "The 40-year old Virgin," that certainly did little to foster a positive image of cyclists.

Even one of my favorite cycling movies, "Breaking Away" doesn't exactly paint the hero as prime example you want your kids to follow... what with his attachment to "inni" foods and all.

Suffice it to say that bicycles and cyclists tend to be viewed as either "bastard step children" or as toys... and not serious characters. I think the last movie I saw where a bicycle was a positive thing was "E.T.," and that bike flew.