Not all adverts show the product in question, take this example produced by Rob during his time at Wattbike – here the benefits of using the Wattbike in the home for off-season training are represented by an outdoor cyclist reaping the benefits.

By promoting the advert during the most famous road races of all – the Tour de France, the aim was to stand out to road cyclists while the race was underway since they would be looking for ways to improve on their own performances .

Of course we weren’t able to use any Tour branding so we hinted at the connection by use of the yellow wash and the French colours. Although this represented a departure from the standard Wattbike adverts it was only used for a limited time.