*LOVEMARKS* Bike Friday in Saatchi Chief's new book

HOT ON THE WHEEL of Bike Friday's amazing Lovemarks win comes a double page mention in a new, glossy hardcover marketing book.

The Lovemarks Effect: Winning the Consumer Revolution is the second book on the "art and science of drinking the Kool-Aid" by Kevin Roberts, head mover, groover and schmoozer of advertising giant Saatchi and Saatchi. Kevin holds the key to New York City, an honor they don't bestow on any TD&H, so this is all quite a vigorous nod in our direction.

As some might recall from the worldwide contest, consumers were encouraged to vote in a poll and pen a love letter about their favorite brand(s), with a Toyota Prius awarded to the letter that packed the most poignant punch. We're not talking merely 'I like my Brand X toaster'. We're talking 'My Brand X toaster is integral to who I am, where I am going, why I got married/divorced/transgendered' etc.

Lo and behold, during the weeks leading up to the final judging Bike Friday sprinted into the top ten from practically nowhere, rubbing tire treads with the likes of Apple, Harley Davidson, VW, Krispy Kreme and dare we say, even Jesus Christ.

And then .... lo and beholder, Bike Friday owner Richard Vallens received a call one balmy LA night: his ode to his Family Tandem was selected as the winning entry against a field of 1500 brands. As we say downunder, goodonya Richard!

Richard drove away with in golden Prius (his Bike Friday folded in the trunk of course) and Bike Friday got a nice little dose of publicity - just picture all those cabriolet-driving yuppies and executives hunched over their brioche saying, 'what the @#$% is a Bike Friday?'

Click here to read the spread.