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
Action and Adventure 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.
Riefenstahl Riefenstahl
Documentary 2024 115 mins Director: Andreas Veiel
Captivating insight into the controversial filmmaker Leni Riefenstahl, who became world-famous for her Nazi propaganda.
Blue Road: The Edna O'Brien Story Blue Road: The Edna O'Brien Story
Documentary 2025 100 mins Director: Sinéad O'Shea
A candid portrait of a literary sensation that’s as enchanting as O’Brien’s wonderful novels.
The Penguin Lessons The Penguin Lessons
Drama 2025 112 mins Director: Peter Cattaneo
Steve Coogan is superb as a disillusioned teacher whose life is turned upside-down when he rescues a penguin in turbulent 1970s Argentina.
Cloud Cloud
Drama 2024 124 mins Director: Kiyoshi Kurosawa
An online scam leads to deadly consequences in Kurosawa Kiyoshi’s chilling tech thriller.
La Cocina La Cocina
Drama 2024 139 mins Director: Alonso Ruizpalacios
Tensions rise in a frenzied New York diner, in this loose reworking of Arnold Wesker’s 1957 play.
Mr. Burton Mr. Burton
Biopic 2024 124 mins Director: Marc Evans
Toby Jones is terrific as the inspirational mentor who helped propel Richard Burton from the poor son of a Welsh miner to acting legend.