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At the highest levels of hipsterdom, the line between geeky and cool can be pretty fine. Designers at ACW Grey Israel came face-to-face with this fact when visiting a local Vespa showroom in search of some insight into the scooters’ perpetually chic appeal. They noticed a bespectacled, geeky-looking shopper in the hallway, but when they saw the same nerdy guy standing next to a pale-blue Vespa, they realized that he suddenly looked stylish. The ad concept was born at that moment, and has been embraced not only by advertising journals but fashion blogs as well.

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