Riders “Bridesmaid” + “Hip” [00:30]# At the beginning, a super: “How to be a brides maid.” We then see a young woman being dressed in a hot pink, polyester bridesmaid’s dress by two very intimidating matronly women. VO comments, “Insist on colours not found in nature. Outfit must be petroleum based for maximum discomfort. Add big ruffles, big hair, for a big, big look. You are now a bridesmaid.” The scene is then interrupted by another super: “How to be yourself.” Our woman tears her way out of the bridesmaid’s dress and gets into a casual Riders outfit. A similar procedure can be seen in the second spot which starts with the super: “How to be hip.” This time, a woman is overdressed in a variety of gaudy, hip fashions by two trendy designers. Then, after the super: “How to be yourself,” she changes into clothes by Rider.”