Electric bike manufacturer Specialized is using the Tour de France as an excuse to promote its Turbo electric bike this week, in a spot that pits three-time world champion Peter Sagan against an unlikely competitor--a grandma who's had two knee replacements.
In the spot, by Goodby Silverstein & Partners and director Nicholas Maggio, 81-year old Grandma Joan challenges Sagan to an uphill race and....well, you can probably guess who's going to be King of the Mountains.
The campaign is running during Tour de France coverage and will also appear on social media.
"Electric bikes are leveling the playing field for the future of cycling. This spot shows that even a grandma could give the champ a run for his money. Now imagine what it could do for those who just want to move around in an even more efficient way," says Rich Silverstein, co-chairman and founder at Goodby Silverstein & Partners and an avid biker himself.