Detroit activist Jason Hall and his massive Slow Roll bike ride are the stars of a new Apple iPad commercial that went live today. In the spot, Hall describes how he uses the device to map Slow Roll routes, order T shirts, design flyers, and more.
The spot, which features Apple's typically precious art direction, sees Hall explaining that he co-created Slow Roll in part to fight the negative image of Detroit by giving people an on-the-streets view of what's actually going on in the city. What started as a meetup of dozens soon multiplied into an event that draws over 1,000. "Detroit is diversity at its best, and Slow Roll is that," Hall says.
"The first time I saw (the spots) I was speechless," Hall told USA Today.
Hall will make appearances in Apple stores in Washington, D.C., Chicago, and Portland in the coming weeks.
We cheekily gave the event a Critic's Choice pick as "The Best Overlooked Local Success Story That's Not Shinola"
in our Best of Detroit issue back in April. Check out the spot and learn more about Hall at Apple's website
, or browse through photos from Slow Roll here