Halfords introduces 'the bike whisperer' online campaign

By James Swift, campaignlive.co.uk, Monday, 30 June 2014 09:03AM

Halfords has released an online campaign staring the Canadian comedian Tony Law as "the bike whisperer".

Red Bee Media created "the bike whisperer" campaign, which will air on Halfords’ YouTube channel from today (30 June).

The humorous ad is shot in a documentary style and shows Law interacting with real Halfords customers and staff while in character as the bike whisperer – a man who believes he can communicate with bikes.

The campaign is designed to be shared online in an attempt to reach people who are not familiar with Halfords and would not normally come into contact with the brand.

Tricia Owen-Williams, the head of customer experience at Halfords, said: "Our brief to Red Bee was that we wanted Halfords to be truly famous for video, and we firmly believe that ‘the bike whisperer’ will take us well on the way to achieving that.

"As soon as they pitched the idea we were sold. It represents our brand and our passion for cycling perfectly, at the same time as having a tongue-in-cheek, incredibly funny style that will make all our viewers laugh."

The work was created and directed by Susan Ayton, while Jim Dozoete served as the creative director.

Mother has handled Halfords' TV advertising since February 2013, when it won a pitch against Cheethambell JWT and M&C Saatchi. DLKW Lowe was the incumbent on the account.

Mother has handled Halfords' TV advertising since February 2013, when it won a pitch against Cheethambell JWT and M&C Saatchi. DLKW Lowe was the incumbent on the account.

This article was first published on campaignlive.co.uk

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