This is a trailer for a short film about the DKNY orange bikes promotion that ticked off some people so much they sawed the bikes in half when they realized it was a guerilla ad campaign which cyclists say shamlessly knocked off the “ghost bike” idea that is intended as a marker for cyclists killed or hit by a car.

The film short, titled Orange Bikes Take Manhattan, was presented as part of a program of shorts at the Bicycle Film Festival.

So the topic of the film is about a terrible viral campaign, but this is actually a trailer (commercial) for a shortfilm/documentary. Source