The ads started airing on STV on Monday and will be screened through until 18th May. There’s a mix of peak and late-night slots during the week and daytime slots at the weekend, including during the petrol-soaked coverage of the Austrian Grand Prix.
The ad opens with a thirtysomething suburban male in shirt and tie saying "I love car commercials, don’t you?"
There’s then glam footage of speed and the open road which is brought to a screeching halt when the dream sequence is interrupted by day-to-day reality: traffic snarl-ups. The suburban male says "Yeh, right…I’ve found a better way to that feeling [of speed]" and the camera pans out to reveal him getting on his bike and starting his daily cycle commute to work.
Once at the office he’s greeted by a sexy, female cycle courier saying "Early again?"
The ad ends with "Give your car a break, get in the fast lane" and lingers on the Scottish Cycling Development Project’s website and Glasgow City Council’s cycle-and-walking helpline.
The ad production company was supplied with bikes from Trek (logo clearly visible in the ad), shades from Adidas, clothing from Scottish company Endura, and P&A from Fisher Outdoor Leisure.