The initial close-up of the POC helmet with blurred cyclists in motion.

The ad opens with a close-up shot of a black POC cycling helmet from behind, with cyclists in motion in the background. It then cuts to a wide shot of cyclists riding past a large, old industrial building with broken windows. Text appears on screen. The next shot is a close-up of a woman wearing a POC helmet, smiling and looking up. The final shots are blurred, fast-paced motion shots of cyclists at night.