Halfords Highlights the Growth of Cycling Tribes in new TV Ad

The rising popularity of cycling has echoes of Britain’s tribal past – according to Halfords new TV advert. The film that is due to hit screens on Wednesday 19th June, focuses on the competition between the different tribes of cyclists and the passions each of them has for their particular type of cycling.

Produced by advertising agency, Mother, the advert highlights the growing appeal of cycling to all ages and interests, whether travelling to work, popping to the shops, getting fit or just having fun - and Halfords unique offer that provides bikes for all age groups and uses.

It features a variety of ‘cycling tribes’ from the keen racer or occasional rider, to housewives, safety first learners, BMXers, and mountain trail hipsters, to illustrate the widespread appeal of the bike. The 'tribes' compete in a bike race at Box Hill in Surrey, made famous as last Summer’s Olympic road race route.

BMXers fly over grass verges, the MAMILs (middle-aged men in lycra) struggle up the steep incline on Boardman road bikes, mums join in on their wicker-basket-fronted Pendleton shopping bikes while the cycle proficiency fraternity practice their hand signals and an overweight peddler builds up a sweat.

Throughout the Ad the different tribes battle for cycling supremacy.

In a humorous twist the racing cyclists are all left standing - by a group of small girls swarming past on their pretty pink bikes, leaving the racers fuming and strewn in a heap after a spectacular crash. The excited youngsters rush over the finish line to celebrate their glorious victory and claim their reward at the waiting ice-cream van. The winner gives a cheeky grim as the end line pops up “Halfords – Get On Your Bike.”

Halfords Marketing Director, David Durie says “Halfords aims to inspire cyclists of all ages to get on their bikes. So we wanted to demonstrate that you can have fun cycling no matter who you are or why you are doing it. Halfords sells a complete range of Bikes, so we have something for every cyclist.“

Tim McNaughton, Creative Director at Mother says “The Ad is a summertime ode that celebrates all the various tribes of British cyclists and we hope will inspire viewers to get out there on their bikes. It’s a feel good celebration of the widespread joy of summer cycling; something the whole nation can rally around.”

Cyclists and would be cyclists can join the conversation on Twitter and Facebook at : http://www.facebook.com/HalfordsCycling

on Twitter https://twitter.com/HalfordsCycling

and by following #GetOnYourBike.

Both the Broadcast 40” and the longer 2.00’ version of the Ad can be viewed on Halfords You Tube channel from 11.00am on Wednesday 19thJune: http://www.youtube.com/user/OfficialHalfords

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For More details contact:

Halfords press Office              01527 513315