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The children’s bike company Early Rider has launched its first-ever ad campaign.

The spot, by 18 Feet & Rising, is one of two films that will initially run online before airing in cinemas in the summer and on TV towards Christmas. The ad depicts a young boy riding his bike with his dog in tow.

Anna Carpen and Max Weiland created the ad, which was directed by Guillaume Panariello through Supergoober.