This advertising photograph depicts a group of bike messengers seated on a "Joe's Heavy Service" model bicycle, demonstrating it's robust frame. The owner of Joe's Bicycle and Repair Shop, Joseph Brown, is posed on the bike with someone seated on his shoulders. The photograph is signed "Sowell photo" on the bottom-left corner, indicating the photo may have been taken by Leo Simon, who operated Sowell Studio in 1925. Sowell Studio was a commercial photography studio located in Portland, Oregon.