The second half of June saw nutrition brand Science in Sport roll out a cycling ad campaign called ‘The Tour’ which explores the agony, brutality and sacrifice of the riders of the Tour de France.
The creative is built around a set of striking monochrome photographs with scenic backgrounds which focus on the gruelling struggle of those competing in cycling’s greatest race: these black and white images position SiS has a vital partner during the struggle.
From extreme temperatures to mental fatigue, the series seeks to bring to life the mixed reality of pain and extreme endurance effort induced effort euphoria experienced by those in the peloton.
The executions run with simple, minimal, unfussy and honest copy such as: “One of the most beautiful depictions of hell you’ll ever see”.
Created by agency M&C Saatchi (the London agency’s first work for the brand since it won the account after a competitive pitch) and with media planning and buying handled by EssenceMediacom, the campaign launched in France and spans press, out-of-home and social channels, with additional support by event and partnership executions.
“This impactful campaign showcases Science in Sport’s deep understanding of the brutality of participating in the Tour de France,” explained Science in Sport CEO Stephen Moon. “It highlights our dedication to developing scientifically superior products for elite athletes such as the INEOS Grenadiers. And importantly, it emphasises that these products are available to all, empowering everyone participating in endurance sports.”
“We’re delighted with this campaign, that highlights the pain, suffering and sheer physical effort that the Tour de France demands. And we’re even happier that we’ll never find out how that feels,” says Matt Lee, ECD at M&C Saatchi ECD Matt Lee. “Science in Sport is the leader in sports nutrition and the chosen brand of the world’s greatest cyclists. They understand what the riders go through, in the world’s toughest race. We’re delighted with this campaign, which highlights the pain, suffering and sheer physical effort that the Tour de France demands. And we’re even happier that we’ll never find out how that feels.”
The campaign was created by a team at creative agency M&C Saatchi London which included Executive Creative Director Matt Lee, Creative Leads Jon Farley and Alex Lucas, Lead Designers Jon Muddell and Neil Sharp, Business Director Anna Heracleous, Account Director Katie Mandel and Producers Kelly Sands and Matt O’Neill.
Comment
These ads show the beauty amidst the pain. They show that love and passion can hurt and that nowhere is this more true than during the Tour de France.
These creative executions are devoid of ecstasy finish line celebrations, post-race triumphs or cheering crowds, but rather focus entirely on the struggle and the physical and mental challenge of the 23-day, 2,200-mile event which runs from 1 to 23 July.
This creative and tactical approach is far removed from the more common sub-category creative tropes like the triumphant and nostalgic pop-culture celebrations of typical Gatorade and Powerade ad campaigns.
There is an austere elegance to these bleak and brutal Tour de France campaign executions which follow on from SiS’ Giro D’Italia marketing in May and the activation of its partnership with the Ineos Grenadiers.
Leave a comment
You must be logged in to post a comment.