That elusive second hit

It's an old story. Your first record is a smash, your first novel wins the Booker - then what? Can you top that or forever live in its shadow.

So it is with viral video and after hitting the sweet spot with a 10m views message about watching out for cyclists, Transport for London is getting diminishing returns.

Here's their latest. Smart but too smart.



And here's their massive hit:



Just how viral? This viral:



And this (from a New York Critical Mass demo):