Exercise bike-powered neon male stripper building projection sells mineral water.

Sorry for the complex post headline, but this is quite a complex set-up to sell a branded bottle of French water (Contrex, tagline: "The French woman's secret to a healthy lifestyle.")
So: obviously it's a fake stunt, with volunteers/hired models hopping on the pink (for women!) bikes. But the fakeness is not the point. This spectacle was created in the hope that the video would go viral, which it has: the French version has over 8 million views in 5 weeks.
Building projections are becoming the new Flash Mob of online ads. This is the first one ever powered by exercise bikes, we're guessing. Anyway, it's certainly entertaining (Gyms should consider installing this technology to motivate spinning class participants.), and very importantly, not too long. Ad Challenger does wonder how many of the millions of viewers don't remember—or don't care—what it's selling. Bah, we'll just shut-up, and enjoy the show.
Ad agency: Marcel, Paris.