If you have ever been stopped at an intersection on a Monday evening, waiting for an endless river of bikers to ride past, then you are already familiar with Slow Roll Detroit.

What was once common for Detroiters has been thrust into the national spotlight, thanks to Apple’s newest ad campaign “Organizing a Movement,” featuring Slow Roll organizer Jason Hall.

The ad campaign is meant to highlight Hall’s ability to organize and coordinate Slow Roll from his iPad, and features footage of Hall mapping routes and sending tweets.

I just think its badass because I love bikes, and whats better than bikes? Thousands of bikes and drop dead sexy bikes built in Detroit.

It’s also really cool to see Slow Roll, which is a microcosm of Detroit’s creative culture, featured on the national stage.