Hanson Dodge Creative Produced Spots, Web
Milwaukee, WI, July 15, 2008 – Trek Bicycle Corporation, the nation’s premier manufacturer of bicycles, debuted two television ads during this year’s coverage of the Tour de France. The spots, produced by Hanson Dodge Creative, America’s leading brand experience agency focused on the active lifestyle consumer, aired nationally on Versus and are available to independent dealers for local cable placement. The spots are also featured on Trek’s web site, along with a behind-the-scenes look at the production.
The first ad, “Believe,” is aimed at the entire spectrum of Trek owners and illustrates the beliefs that define the Trek Corporation. Trek’s founding belief, that it could build the world’s best bikes, is the cornerstone of a belief system that celebrates simple solutions to complex problems, corporate and individual social consciousness, tenacity, innovation and the love of cycling. The narrator, whose voice is familiar but not easily identified, is revealed in the last shot – a close-up of cycling icon and long-time face of the Trek brand, Lance Armstrong, declaring, “We believe in bikes.”
The second spot, “Best,” underscores Trek’s dominance on the world cycling stage and is directed at the heart of the road performance rider. The spot features Trek-sponsored cyclists who have dominated world cycling events such as the Tour de France, Tour of California and Grio d’Italia over the past decade. The ad was created using multi-plane animation, a technique that lends a dreamlike 3-D quality to the still photography. The only narration comes in the last shot, a live action close-up of Armstrong matter-of-factly stating, “We believe we make the world’s best bikes.”
The ads, which broke the first week of July, will run throughout the Tour. Trek Bicycle handled the media buy.
View Trek’s “Believe” video here.
Headquartered in Waterloo, Wisconsin, Trek Bicycle Corporation is a global leader in bicycle design and manufacturing. From the original hand-built steel touring frames introduced in 1976 to the revolutionary OCLV carbon fiber first introduced in 1992, Trek’s passion for innovation, quality, and performance leads the industry with next-generation technology and thinking. With a record seven consecutive Tour de France titles, six straight 24-hour World Solo Mountain Bike Championships, and countless other professional wins, Trek enjoys a rich tradition of victory in the world’s premier cycling events. Today, with a broad range of bicycles and cycling products under the Trek, Gary Fisher, Bontrager, and Klein brand names, Trek continues to pursue new ways to bring the joy of cycling to all people.
About Hanson Dodge Creative
Hanson Dodge Creative is America’s leading brand experience design, marketing and technology agency focused on the Active Lifestyle Consumer. Supported by Active Insights™ – powerful proprietary research into the motivations and habits of the Active Lifestyle Consumer, HDC delivers insightful strategies, inspired design and maximum impact to an international portfolio of active lifestyle brands including Trek Bicycle Corporation, Nike Cycling, Burton, Volkswagen, Horizon Fitness, the Johnson Outdoors family of brands and more. For more information, visit hansondodge.com.