Bicycle manufacturer Specialized has launched “The Chase”, a television commercial running during The Tour de France, featuring a young rider who holds off Belgian professional racer Tom Boonen. It’s not often talked about, but kids in the cycling world are as awe-struck and inspired by their heroes as they are in sports like baseball, football or basketball. These kids have Tom Boonen posters on their walls, they ask for his team jersey as birthday presents, they race the famous courses in their minds. “The Chase” reveals how someone far from the race circuit, both in age and experience, can get absorbed in the fantasy. In this case, it’s a young boy caught up in a chase with Tom Boonen at the Paris-Roubaix. The message is clear and simple: it’s going to take everything you have, and Specialized will be there every step of the way.
Click on the image below to play the Specialized Chase video in YouTube (HD)
The Chase commercial was developed at Goodby, Silverstein & Partners, San Francisco, by partner Rich Silverstein, executive creative director Margaret Johnson, associate creative director/art director Jack Woodworth, associate creative director/copywriter Pete Harvey, account director Kelly Johnson, assistant account manager Laura Fraser, executive broadcast producer Cindy Fluitt, agency producer Tess Kenner, working with Specialized chief brand officer Frank Aldorf.
Filming was shot by director Marcus Ubungen via GSP Elevel Films with executive producers Thomas Ruge and Genevieve McCarty, and line producer George Young. Post production was done in-house at eLevel by animators Nathan Shipley, Mike Landry, producer John Dutton, editor Erik Johnson and assistant editor Regina Rivard. Sound and music were produced at GSP eLevel by composer Nicholas DeMatteo, producer Luke Dillon, sound engineer Dave Baker, sound designer Nicholas DeMatteo and mixer Dave Baker.