Evans Cycles gently mocks cyclists in a new TV ad, created by Antidote. The spot highlights some of the things cyclists do that other people might find difficult to grasp, such as polishing bikes before getting them muddy off-road and riding from London to Brighton instead of taking the train. The ad, which also features a naked Sir Chris Hoy shaving his legs, ends with the line: "With the widest range of quality brands on the high street, we’re for the odd ones." It was created by Toby Derham and Egle de Vilutyte, and directed by Mark Jenkinson through Rogue. The spot will be supported by press activity.