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Competitive Cyclist Advertising for Tour de France

Published October 16, 2007

LITTLE ROCK, AR (BRAIN)--Leading online retailer Competitive Cyclist recently announced its plan to show a series of four television commercials each day throughout the duration of the Versus Channel coverage of the Tour de France. These commercials will focus on its best-selling bicycle frame, the Cervelo SLC-SL, and will culminate in a "Dream Bike Giveaway" in which they will give away a fully-built SLC-SL plus several other prizes.

"The Versus audience during July is our ideal customer base," said Brendan Quirk, chief executive officer for Competitive Cyclist. "While people watch the Tour for a variety of reasons--whether it's the beauty of the scenery or the intensity of racing--the Tour serves as a tipping point event that inspires them to make bike-related purchases they might otherwise put off."

Competitive Cyclist will give away an SLC-SL with Shimano Dura-Ace, Zipp ZedTech wheels, an SRM Professional Powermeter and Speedplay Zero pedals. In addition, they will give away an additional three sets of Zipp ZedTech wheels, an SRM powermeter, several sets of Speedplay pedals, several Fizik Arione saddles and Continental GP4000S tires.

The website address for the promotion is

The ads were directed by legendary Hollywood director Nigel Dick. He has directed over 290 music videos and 22 documentaries and feature films. He has won three MTV awards, two Billboard Awards and three MVPA awards. His videos have been nominated for 21 MTV awards, 19 Much Music Awards, and one Grammy Award. His production company DNA, Inc has produced high profile advertising campaigns for companies such as The Gap, Coca-Cola, Target and Marshall Fields.

In addition to his commercial work, Dick is in pre-production on a documentary called "In Search of the Lanterne Rouge", a film that follows the history and the drama of the Tour de France through the eyes of the last-place rider.

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