Creative Directors: Jeffrey Goodby, Rich Silverstein
Art Director: Jeremy Postaer
Copywriter: Paul Venables
Photographer: Gary Davis, John Frame, Heimo, Barry Robinson
Goodby, Silverstein & Partners, in a departure from the usual hipster advertising in cycling books, moved to a classic advertising design in this campaign for Bell Helmets, a 40-year-old company that has long been made the official helmet of the Indy 500.
"This is not a fly by night, radically cool mountain bike company," says Copywriter Paul Venables of the ad, which has almost an insurance company style, with an accident victim in a bed, testimonals and traditional headline type face.
"The classic, solid look feels true to the brand," he says.
Another execution, which ran in People, is targeted at parents who spend more on fancy basketball type shoes for their children's feet, but skimp on bicycle helmets.
Other ads in the campaign include one that discusses how helmets are tested on cadavers, and another is tagged, "Your brain is a highly sensitive device. Too bad it comes in such a chintzy carrying case."