Speed Sells!
by Chris Fontecchio on Jul 3, 2009 12:26 AM EDT
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I'm not a huge proponent of running ad pics, but Nike sent this to me as a preview of their forthcoming promo campaign on Cavendish's behalf, at least in the U.K., and I thought it worth sharing. First, Nike generates some great images, with minimal emphasis on commercialism. And secondly... Nike is running a promo campaign on Mark Cavendish?
To the US audience -- and by this I mean the mass-market audience, which isn't quite the same as us hardcore fans -- Cavendish has a chance of catching on. Not a great one; being British is a benefit compared to other European nationalities but a far cry from American. But a chance. Nike are keying on his mouth, and his blazing speed, sort of a trash-talking Usain Bolt on wheels. Unfortunately for Cav, the void created by Lance Armstrong's retirement is currently being filled by... Lance Armstrong. But that's a temporary fix. I suspect to the British mass-market audience this could be rather huge. For the same reason Cav can't draw Americans in like Lance, I would assume Lance never quite lit up the U.K. the way Cav could.
As for Nike, I'm curious to see what they have in mind. Their forays into cycling have been disappointingly limited to following Lance around. That said, the sport gave them plenty of reasons to fade from the scene in the years 2005-8, so perhaps their campaign signals a new confidence in the sport. I don't want to jump to conclusions, but after the last decade new sponsors, particularly of this cachet, are a big deal. I love the "Green is my Yellow" tagline to the video on the flip. After a few decades of being force-fed the yellow jersey, these mass markets might need a little educating on what the maillot vert means, lest people start scoffing at how Cavendish hasn't won on Mont Ventoux.
As a Northwesterner, I can't also help but notice that Nike and Cavendish's primary sponsor, Columbia Sportswear, are neighbors in Portland, OR. I've written in the past about the strong identity cycling has carved out in Portland, so I note with much interest the harmonic convergence here, and make a big mental note to keep an eye on where this is going. Perhaps being the world's best team and rattling off 80 wins a year will get you some love from the U.S. of A. after all. OK, enough unanswerable questions from me. On the flip, an interview with Cav.
Mark Cavendish Tour de France 2009 EXCLUSIVE (via NikeAdvertising)
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I find the photo compelling, though I do have one question – “minimal emphasis on commercialism”? From Nike?
all things considered...
Their posters are famous for that, no? Certainly by the standard of a sport that paints logos all over everything.
Your power is turning our darkness to dawn,
Roll on Columbia, Roll on!
by Chris Fontecchio on Jul 3, 2009 1:31 AM EDT up reply actions
ah
yeah I see what you mean in that sense. I guess I feel like they have the luxury of doing that because they’ve become so ubiquitous – all they need is a wink and a nudge because they’re so damn recognizable – you see the swoosh and immediately it registers. I get what you mean though, it is nicer aesthetically than someone screaming at you.
by plinytheelder on Jul 3, 2009 1:45 AM EDT up reply actions
Right
They do advertising very very well, for the most part. Who doesn’t still love this spot? It’s a commercial, for sure. Yet . . .
He had me at "there and thereabouts."
I love that phrase, even if I’m not sure of the correct time to use it.
I do mind, the Dude minds. This will not stand, ya know, this aggression will not stand, man.
I like it.. Cav is growing on me in hottie value..already know he is a great sprinter.
"the rest was over 30. And that doesn't mean old and useless, but experienced and with the stamina"
Jens! Voigt, Crit Intl Interview, 2009
I like it
At least the overall idea. But it’s something in the execution that makes Cav look like a bobble head.
Staring at the swim team gets you killed by a gang of dancing ninja men who know how to twirl.
B A H C A V E N D I S H ! ! !
Bah....Cavendish?!
that works
other than that, meh. I acknowledge the talent but he’s not a fav.
by cg. on Jul 3, 2009 9:59 AM EDT up reply actions
But if it's removed does his mouth become Pandora's box?
Mon coeur appartient à les forçats de la route.
the problem cav has
here in the UK, at least to the non-cycling public, is that his disdain for the olympics is well documented. even if he wins the green jersey, and i hope he does, it won’t launch him into the upper reaches of celebrity and affection that people like hoy and to a lesser extent wiggins inhabit. it’s a shame, but i don’t know that he cares all that much. which is why i like him.
This is true.
People here are incapable of seeing past the Olympics, and people who ride round in circles. ‘The green jersey’ is a phrase which would induce puzzlement among 99.9% of people. Most people I speak to about the Tour seem surprised that Cav doesn’t have a chance of winning the overall. They have no concept of what a sprinter is. But perhaps this could be the start of their education…..
Adrenalina Italiana!
ha yes!
even my dad, who you would think would absorb something of my obsession, asked why he couldn’t win the overall. bless. he’s going to have a fun three weeks while i undertake my annual attempt to teach him.
Mine too.
He’s just sat through the ITV4 Greatest Tour Moments programme with me and asked all sorts of innocent questions. At least he’s taking a modicum of interest, unlike my mother who thinks I take it all waaay too seriously!
Adrenalina Italiana!
As a photography student the photo is awesome!
Since I’m not a Cav fan I won’t say too much else, except, it’s good that a British rider is getting publicity but i really don’t think the rest of the country will care.
Take this example- If Andy Murray gets to the Wimbledon finals, you can bet your money on Cavendish winning any stages this week being overshadowed by that.
"When he accelerates, he's like Superman emerging from the telephone booth!" La Gazzetta journo Paolo Condo talking about Edvald Boasson Hagen.
As they should be?
Murray beating Federer in the final = 3 stages
Bah....Cavendish?!
Hey i'm not complaining because i'm not a Cav lover
but just puts it into perspectives. Although for me i couldn’t care less about Wimbledon. I’d rather watch the neighbour’s cat sleep
"When he accelerates, he's like Superman emerging from the telephone booth!" La Gazzetta journo Paolo Condo talking about Edvald Boasson Hagen.
Murray v Cavendish perspective
Last time a British man reached the singles final at Wimbledon – 1938
Last time a British man won a stage at le Tour de France – 2008
But, yeah, Wimbledon occupies a completely different level of importance to le Tour, in the mind of the British public at least. Partly due to geography, I’m sure. And if the BBC gave le Tour six hours of prominent tv coverage each day it might be a different story.
Mark
True
Geography plays a huge part, anything in London is more crucial.
Loved one of the headlines at dinner- “Another person has died from swine flu…this time in London!!!!” Sort of like saying that the other deaths didn’t matter because they were in Scotland, not London.
"When he accelerates, he's like Superman emerging from the telephone booth!" La Gazzetta journo Paolo Condo talking about Edvald Boasson Hagen.
Well you are a sensible one then
do have to lock yourself up if Rog and Murray play? Will people be going after you on a witch hunt?
but no one south of the border likes Murray at all
after the so-called Paraguay incident which wasn’t even true! Kinda wish it was, though… ;-)
Roger is much more of a kind gentleman
people at Wimbledon should like that. I’m not rooting for the German Haas right now(although happy to see hm do so well), Roger will always be my fave.
Missed most of it owing to work, and being on my commute home.
I’m not in mourning like the rest of the country….
Adrenalina Italiana!
I wasn't going to not watch the Nugs playoff games becuase of the puppets
that would only let them win, I…shall…not…surrender!
i'm neutral on cav
i dont dislike him but he doesn’t really do it for me. maybe the millions in endorsement fees from nike will add another level of pressure that will bring him down a notch and allow some other guys (cue farrar) to pip him at the line. wishful thinking, i know.
Incroyable! Incroyable! Incroyable!
Yeah i know what you mean..
Sometimes i can stay neutral, but it’s just when he goes off on one about riders, the latest being Kristian House.
I’ve always been a Boonen/Freire fan so i’ll be cheering them on in sprints and of course Haussler and Rojas, though i’m aware the second is probably a lost cause. Farrar i’m utterly neutral to but if he can prevent total Cav sprint domination i’ll cheer him :)
"When he accelerates, he's like Superman emerging from the telephone booth!" La Gazzetta journo Paolo Condo talking about Edvald Boasson Hagen.
He was winning me over a little before he dissed Kristian House.
Totally classless that was.
Adrenalina Italiana!
I actually have a penchant for trash talkers
My favorite athletes have always been the ones that can back up the smack talk. Guess that is why I like him. With that said, the spot is so-so. I think they should have shown some highlights of some of his explosive sprints. In my mind, that is what makes him good if not great.
If you don't have time to do it right the first time, when are you going to have time to do it again?
Sorry, any Nike ad reminds me of this awesome Adbusters parody...
Credit: Adbusters.
Mon coeur appartient à les forçats de la route.
stupid
so now Podium Cafe chooses to provide free advertising to a unethical company that actively supports and contributes to doping by paying plenty of dopers huge sums of endorsement money due to their excellent doping and coverup ability? This is what you support?
Sort of a fundamentalist view
If you were to go by that standard you should really refrain from showing any images of cyclists whatsoever as most of them are draped in messages from companies that fit your description just as well as Nike. Cycling is commercial sport which is something you need to come to terms with. If you cannot, then cycling is probably not the sport one should be following.
If you read the text you will also find that it is not a gushing “how cool!” puff piece but rather a commentary on a possible new development in mainstream interest in cycling. One not based on that certain rider that you are less than fond of at that.
I’m not the biggest fan of Nike either, and I sort of cringed when I saw the ad. That said, surely we need to be a bit more nuanced here – this is a sport in which revenue is generated entirely by advertising, and whose participants are basically walking billboards (or riding billboards I guess). I think it’s fine to criticize Nike, and that there’s plenty to criticize, but surely some of those criticisms work equally well for Rabobank, Castelli, Caisse d’épargne, etc.
by plinytheelder on Jul 3, 2009 1:46 PM EDT up reply actions
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