Evans Cycles has launched a new TV ad campaign featuring Olympic champion cyclist Sir Chris Hoy.
The cycles retailer aired the advert for the first time on Wednesday and it runs until the end of July.
Created by agency Antidote with production company Rogue Films, the ad is based on the theme ‘The odd ones’. It lists the odd habits cyclists have, such as cleaning their bike before making it filthy again on a mountain ride and riding from London to Brighton rather than getting a train.
Hoy, who last year launched the ‘Hoy’ bike range with Evans Cycles, is then shown in his unusual habit of shaving his legs to help him go faster.
Evans Cycles marketing director James Backhouse said: “We wanted to celebrate and acknowledge some of the quirkier things that cyclists do.
“We get all sorts of cyclists in our shops and we want to let them know we understand [why they do what they do].”
Backhouse said Evans Cycles has increased its marketing spend this year to engage mainstream cyclists alongside its serious cyclist customers.