To promote the launch of cycling giant Specialized’s new electric mountain bike – the Turbo Levo – the brand’s marketers tandemed up with Sabertooth Pictures to create a conspiracy style long form film featuring aliens, flying saucers and abductions.
Based around an alien engineer creating the unbelievable power to ride more trails’ and leveraging the booming eBike trend, the dramatic 5-minute, 30-second short film about the Turbo Levo launched across Specialized’s YouTube, Facebook and Instagram channels from 23 March.
The hero film is supported by more functional, product-focused social content with pieces all seeking to drive viewers online to ‘Shop the Levo’.
The campaign was created for Specialized by Sabertooth Pictures with production house Boldly.
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Of course, the Covid-19 pandemic has led millions of people around the world to reconsider their preferred forms of exercise and recreation and joining unlikely booming trends such as board games, cards and darts, cycling has seen one of the biggest retail spurts.
All kinds of bikes – from high-end road bikes, to all-terrain machines and even tandems have been flying off the shelves – but one of the biggest booms has been in the emerging electric bikes (eBikes) category.
This electric bike craze kicked off with an 85% US sales lift in March 2020 and has continued to grow worldwide.
An electric mountain bike (eMTB) is largely like a regular mountain bike with the addition of an integrated interior motor that amplifies the rider’s pedaling.
Sabertooth Pictures, which was founded in 2017 by long-time Specialized creative collaborator Ian Schiller has created plenty of social and digital video content for the bike brand: notably 2020’s standout ‘The Perfect Lap’ fil featuring Matt Miles and an e-bike parody of 1990s party line ads.
The Perfect Lap from Sabertooth Pictures on Vimeo.
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