One type of ad wizardry involves the invention of apocalyptic doom. For example:
H1N1, brought to you by Purell.
Obesity, brought to you by the diet industry.
Dehydrated America, brought to you by the bottled water industry.
Germs, brought to you by the cleaning industry (make sure you watch the whole thing).
Sobriety, brought to you by the beer industry.
Then, there's simply doom, with no real alleviatiatory product, as in the film 2012. On the other hand, maybe it's doom that's the cure; maybe the apocalypse is our boring, drama-free lives. Remember the excitement of life after 9/11? For a moment, Britney writhing with an albino snake wasn't the most interesting thing going.
What apocalypse does cycling cure? Or is cycling a taste of the apocalyptic?
I know it's apocalyptic on Tuesday night hills when Rugg's there. Aside from that, I'm not sure.