Schwinn’s choir of riders ringing in holidays

Schwinn presents a bicycle-bell choir performing “Jingle Bells,” “Deck the Halls” and “Auld Lang Syne.” Can’t you hear them? Ring! Ring! Ring! The multi-hued, pan-generational riders in the work by Colle+McVoy smile so brightly and widely, it’s as if they’ve taken too many spills without their helmets. There they go again: Ring! Ring! Ring! Sure, every song shared in the campaign helps to send bikes to children in need—that’s more than the bra-cup choir can say. It’s just … I can’t get that ringing out of my head. I’m haunted by the chiming of the bells! The moaning and the groaning of the bells!