Creativity

Cycling champion Peter Sagan races a grandma in an ad for Specialized electric bikes

Spot from Goodby, Silverstein & Partners coincides with the Tour de France

By Alexandra Jardine. Published on Jul 16, 2018

Editor's Pick

Electric bike manufacturer Specialized is using the Tour de France as an excuse to promote its Turbo electric bike this week, in a spot that pits three-time world champion Peter Sagan against an unlikely competitor--a grandma who's had two knee replacements.

In the spot, by Goodby Silverstein & Partners and director Nicholas Maggio, 81-year old Grandma Joan challenges Sagan to an uphill race and....well, you can probably guess who's going to be King of the Mountains.

The campaign is running during Tour de France coverage and will also appear on social media.

"Electric bikes are leveling the playing field for the future of cycling. This spot shows that even a grandma could give the champ a run for his money. Now imagine what it could do for those who just want to move around in an even more efficient way," says Rich Silverstein, co-chairman and founder at Goodby Silverstein & Partners and an avid biker himself.

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Credits

Date
Jul 16, 2018
Client:
Specialized
Agency:
Goodby Silverstein & Partners
Creative Director:
Chad Hilton
Art Director:
Dustin Ortiz
Designer:
Erin Martin
Creative:
Dillon Hollinger
Creative:
Dylan Buffington
Studio Manager:
Jessi Farber
Project Manager:
Emily Watts
Agency Co-Chairman:
Rich Silverstein
Copywriter:
Roger Baran
Creative Director:
Roger Baran
Art Director:
Sam Luchini
Creative Director:
Sam Luchini
Art Director:
Stevan Chavez
Copywriter:
Mike Gallucci
Producer:
Adrian Hernandez
Executive Producer:
Benton Roman
Group Account Director:
Michael Crain
Production:
SUPER FUN PRODUCTIONS
Director:
Nicholas Maggio
Director of Photography:
Jeremiah Pitman
Producer:
Rob Healy
Line Producer:
Cara Scott
Production Manager:
Lexis Milisic
Editor:
John Jenkins
Editor:
Erik Johnson
Audio Engineer/Mix:
Dave Baker
Post Production:
GS&P

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