For most Australians, this Emirates advertisement at a Sydney bus stop would barely raise an eyelid.

A photo of the ad posted by Twitter user @BicycleAdagio shows a woman with a helmet, riding a bicycle along a bridge in Amsterdam with the tagline “Don’t just visit it, live it. Navigate new paths in Europe.”

Notice anything odd? The Dutch certainly did, the sight of a cyclist wearing a helmet became the source of ridicule in an article from the country’s newspaper Het Parool last week.

“If we believe the bus posters in Australia, we cycle here in Amsterdam well-behaved with a helmet on our heads,” according to a rough Google translation of the article. Read more…

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Australian ad showing cyclist wearing a helmet in Amsterdam amuses the Dutch