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    The Best Work You May Never See: Goodby Silverstein Pits Peter Sagan Against A Grandma In Bike Race For Specialized

    By SHOOTUpdated:No Comments5433 Views

    To demonstrate the power of the third generation of its Turbo electric bike, Specialized announced this past weekend on the Tour de France an epic face-off on the hills of San Francisco between the world’s fastest cyclist, three-time world champion Peter Sagan, and Grandma Joan, an 81-year-old on a Turbo.

    “We’re excited to introduce on the Tour de France this unusual product demo featuring two unlikely competitors. Will an electric bike help a grandma beat the world’s fastest cyclist in an uphill, head-to-head race? Let’s see,” said Mike Sinyard, founder and CEO of Specialized. 

    Created in partnership with San Francisco-based advertising agency Goodby Silverstein & Partners, the campaign also appears on social media in which Grandma Joan challenges Sagan to a race. This 60-second TV spot reveals the outcome, with the spot running on the Tour de France. 

    “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,” said avid biker Rich Silverstein, co-chairman and founder at Goodby Silverstein & Partners.

    The campaign was produced by Specialized with the help of director Nicholas Maggio via Super Fun Productions.

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    Credits

    Client Specialized Chad Hilton, creative director; Dustin Ortiz, art director; Erin Martin, designer; Dillon Hollinger, Dylan Buffington, creatives; Jessi Farber, studio manager; Emily Watts, project manager. Agency Goodby Silverstein & Partners, San Francisco Rich Silverstein, co-chairman; Roger Baran, copywriter/creative director; Sam Luchini, art director/creative director; Stevan Chavez, Nando Sperb, art directors; Mike Galluci, copywriter; Adrian Hernandez, producer; Benton Roman, executive producer. Production Super Fun Productions Nicholas Maggio, director; Jeremiah Pitman, DP; Rob Healy, producer; Cara Scott, line producer; Lexis Milisic, production manager. Postproduction GS&P John Jenkins, Erik Johnson, editors. Audio Post GS&P Dave Baker, mixer.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Screenwork Type:Best Work



    Top Spot of the Week: BBDO New York, Director Thomas Ormonde Show How Romance Stacks Up For A Pringles Snacker

    Thursday, April 9, 2026

    As part of Pringles®’ ongoing “Once You Pop, The Pop Don’t Stop” campaign that is designed to reach a new era of Gen Z snackers, this new “Pringlelina” ad----directed by Thomas Ormonde of ProdCo for BBDO New York--delivers the brand’s signature unexpected humor, showing that opening a can of Pringles can unlock a world of delicious possibilities, including your next love story. In the commercial, a young man takes love into his own hands--literally--by building his dream partner crisp by crisp. What starts as a craving quickly turns into a full-blown romance, proving that sometimes your crush is more of a crunch.

    This long-form version of the spot, a :60, is running on YouTube.

    Dan Kelly, executive creative director, BBDO New York, said, “Everyone finds love a little differently. Some people swipe. Some people stack. “Building a salty soulmate out of crisps hit a chord with Pringles fans, and now the snacking love story continues.”

     

     

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