SBS Tour De France

SBS, the Australian television channel, is running late night coverage of the Tour de France, starting at 10 pm each night. The channel’s coverage of the bicycle race, online at, YouTube and on television, is being promoted with a series of television commercials featuring people whose late night viewing interferes with their work. The effectiveness of a jewel heist is affected by the dozing of the security guard, the getaway driver and two police officers. The tag line places SBS at the centre of reliable coverage of the race: “Don’t Rely on Anyone Else!”.

SBS Don't Rely on Anyone Else

Click on the image below to play the heist video.

Click on the image below to play the security video.

Click on the image below to play the police video.

SBS has launched a dedicated YouTube channel to stream video footage, with the channel driving users back to the SBS Tour de France website. There will also be a mobile, social media and radio component to the campaign.

SBS Tour de France YouTube channel

A 45-second execution has been developed specifically for SBS’s online platforms, with an online media campaign running across News Limited mastheads nationally including The Australian, Daily Telegraph and Courier Mail.

Click on the image below to play the 45 second collation in YouTube


The Tour de France campaign was developed at Razor Group, Sydney.

Filed under: Commercials, SBS, Tour de France