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

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Robert Goldrich
Monday, Jul. 23, 2018

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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.

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.

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