This film is part of Rentals
Wheels of Life
Bonkers bikes promo. They don't make 'em like this any more... or do they?
Overview
This fun silent promo for Raleigh bicycles combines a splendidly silly story with ace footage of steel bike production. Our hero, an upright chap recovering from a nervous breakdown, recalls a dream about Sir Walter Raleigh (as you do...) and duly takes up cycling, putting himself on the road to recovery. Fascinating factory scenes showcase Raleigh craftsmanship.
The dream sequence follows the protagonist's viewing of Sir John Everett Millais' painting The Boyhood of Raleigh, which is held by the Tate. Wheels of Life combines (or collides) two common forms of promotional filmmaking: high-concept fantasy and nuts-and-bolts documentary of production processes. Both had been used for at least 25 years by the time this curio was made, and both are still used in today's digital advertising and 'branded content'. It's the fiction that tends to date, often seeming kitsch, while the actuality footage becomes more intensely fascinating with every passing decade. That's certainly the case here.
Related
Ideal Home Ideal Home
Advert 1961 31 mins Director: Graham Watts
An 'admag' adventure at the Ideal Home exhibition.
Star Impersonations Star Impersonations
Advert 1930 8 mins Silent Director: Harry Hughes
Five British film stars show a talent for mimickry in this quirky film magazine promotion.
Raleigh 'Raincheck' Advert Raleigh 'Raincheck' Advert
Advert 1976 5 mins
Send in the clowns! Raleigh demonstrates its latest cycle safety innovation in unconventional style.
Hercules: Lion Cubs Hercules: Lion Cubs
Advert 1956 1 mins
A pair of cheeky lion cubs star in this animated advertisement for the 'Finest Bicycle Built Today'.
The Program The Program
Biopic 2015 103 mins Director: Stephen Frears
Ben Foster is Lance Armstrong in this kinetic account of the cyclist who fell from grace, from acclaimed director Stephen Frears.
The Kid with a Bike The Kid with a Bike
Drama 2011 87 mins Director: Luc Dardenne and Jean-Pierre Dardenne
The Dardennes' powerful, award-winning drama tells of a troubled and volatile young teenager abandoned by his dad and 'adopted' by a hairdresser
Skid Kids Skid Kids
Children's 1953 49 mins Director: Don Chaffey
Young 'Swanky' Clarke, leader of the Burton Bullets Cycle Speedway Club, foils bicycle thieves on the streets of 1950s Bermondsey.
Raleigh 'Raincheck' Advert Raleigh 'Raincheck' Advert
Advert 1976 5 mins
Send in the clowns! Raleigh demonstrates its latest cycle safety innovation in unconventional style.
Hercules: Lion Cubs Hercules: Lion Cubs
Advert 1956 1 mins
A pair of cheeky lion cubs star in this animated advertisement for the 'Finest Bicycle Built Today'.
From Acorn to Oak From Acorn to Oak
Anthology 1938 5 mins Director: Montgomery Tully
A birthday card in film form, celebrating 50 years of the Dunlop pneumatic tyre.
Stephen Stephen
Drama-documentary 2023 78 mins Director: Melanie Manchot
Artist Melanie Manchot’s debut feature is a visually striking film-within-a-film, exploring mental health and addiction.
Red Island Red Island
Drama 2023 117 mins Director: Robin Campillo
French writer-director Robin Campillo offers a searching exploration of memory and politics, in this boldly conceived story of boyhood in 1970s Madagascar.
Drift Drift
Drama 2023 93 mins Director: Anthony Chen
Cynthia Erivo delivers a captivating performance as a young refugee, who after fleeing war-torn Liberia finds hope when she meets a fellow lost soul.
Late Night with the Devil Late Night with the Devil
Horror 2023 93 mins Director: Colin Cairnes and Cameron Cairnes
Like Ghostwatch reimagined as a cheesy 1970s chat show, this deviously clever found-footage horror has scares to spare.
Drifter Drifter
Drama 2023 79 mins Director: Hannes Hirsch
A scintillating portrait of a young man coming to terms with life, love, sex and relationships in contemporary Berlin.
Boys on Film 24: Happy Endings Boys on Film 24: Happy Endings
Anthology 2024 174 mins Director: Jason Bradbury, Jesse Ung, Diego Alvarez Parra, Itai Jamshy, Fabia Martin, Alejandro Sandoval Bertín, Sara Larrota, Benjamin Belloir, Jeremy McClain and Arthur Cahn
A compilation of new gay short films showcasing unashamedly positive stories of love, sex and romance to move, inspire and uplift.