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Advertising During the Tour de France

Nearly a week after the start of the Tour de France, US viewers will begin tiring of the same advertisements playing repeatedly through NBC Sports Network's 4-hour daily coverage of the world's most famous bike race.

Too bad there are still two weeks left.

Regardless, there are a number of new commercials that debuted during the opening week. Let's take a look at a few:

  • Cannondale SuperSIX EVO. The ad speaks to the technology and performance of the specific model and features riders from Team Liquigas-Cannondale (who have had tremendous early success with Peter Sagan).
  • Road ID. Playing off the humorous and quirky Bob Roll commercials from a year ago where he couldn't find anyone to ride with, Bobke is back and trying desperately to meet up with professional cyclists and triathlete to go for a ride. Honestly, the ads are corny, but after an eye roll, they get the point across that even when heading out alone, the Road ID should be along for the ride. This is one of many in the series featuring the pro athletes as themselves and dressed up as characters (Jens Voigt as a truck driver); expect the stories to play out throughout the Tour.
  • Specialized. This is one of the best ads going during the Tour; a young kid rides his bike as though he's leading pro cyclist Tom Boonen across the cobbles in a classics race. It truly plays on the emotion of riding a bike and the dream of winning a race, as a child or even as an amateur rider.
 

Other noticeable ads playing on repeat throughout the tour are from brands Michelob Ultra and Strava.
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