Halfords "Tour de Britain" by Mother

Halfords is looking to capitalise on the post-Olympics craze for cycling with its latest TV spot. It shows various tribes of cyclists that can be found on British roads – middle-aged men in spandex, commuters, hipsters and children – competing in a race. The professional-looking cyclists are on course to win the race before crashing, leaving the youngsters to coast to victory. The spot ends with the line: "Halfords – bikes for all." The ad was created by Mother, the agency’s first work for Halfords since winning the business earlier this year. Ten-, 30- and 40-second versions will air on TV, while a 60-second spot will be shown in cinemas. The work was directed by Gary Freedman through Independent.

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