Thursday, September 20, 2018
You are here:

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

By

Robert Goldrich
Monday, Jul. 23, 2018

1264 views

Log in or register now!

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.

Style: 
Category of ScreenWork: 

560x349

<iframe width="560" height="349" src="https://www.shootonline.com/embed/77113/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://www.shootonline.com/embed/77113/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://www.shootonline.com/embed/77113/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://www.shootonline.com/embed/77113/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Thursday, Sep. 20, 2018

Mike Wente has been named chief creative officer of San Francisco-based...

Thursday, Sep. 20, 2018

Genius has been an awards revelation for cinematographer Mathias Herndl,...

Thursday, Sep. 20, 2018

Comcast and 21st Century Fox will settle their battle for control of...

Thursday, Sep. 20, 2018

Matt O’Rourke has joined 22squared as chief creative officer, reporting to...

Thursday, Sep. 20, 2018

Humble, the bicoastal integrated production studio founded by Eric...

Thursday, Sep. 20, 2018

Wash Westmoreland's "Colette" is a very British movie about a very French...

Recent SPW Releases

Thursday, Sep. 20, 2018

SAG-AFTRA today called a strike against advertising agency Bartle Bogle...

Thursday, Sep. 20, 2018

Still/Life , director Josh Hayward’s new short film, describes a rebirth...

Wednesday, Sep. 19, 2018

Renowned Director Nick Wickham, internationally revered for Concert Films...

Wednesday, Sep. 19, 2018

Spittn Image Creative Director Shawnette Heard and up-and-coming director...

Wednesday, Sep. 19, 2018

Eleven Mixer Ben Freer highlights the diverse array of hospitality...

MySHOOT Profiles

Daniel Azarian Photo
Director, Editor

Director
Andy Richter
Director, Producer

MySHOOT Company Profiles

Top