The Tour de France Needs a Champion: YOU


Take Back the Tour -- not to be confused with Take Back the Night, though it wishes to be taken just as seriously -- is a movement that aims to "champion [Tour de France] riders who compete clean, while giving a platform ... to [their] passionate fan base."

More to the point, it reminds bike junkies that VERSUS (the sponsor!) is "the exclusive cable television home of the Tour de France."

"Show me another sport that's as tough, as demanding and as epic in its grandeur, grit and beauty than the Tour de France, but it's a competition that has seemingly lost its way over the past few years," said SVP Bill Bergofin of Marketing and Promotions for VERSUS. "[This] campaign ... will provoke a dialogue ... which will hopefully help to restore the Tour to its glory."

Three cheers. Having done that, watch two of the campaign manifestos (their word, not mine!):

o Fans
o Riders

For an effort encouraging fans to "screw the politics," those spots felt pretty political -- and ardent, too. But the Tour de France just does that to people, or else I'm still heavily under the influence of the bike I bought three weeks ago. (It's not just a mode of transport. It's a way of life.)

VERSUS will host coverage of the Tour de France from July 5th to 27th. Expect about 14 hours of blood, sweat and tears per day.

The agency responsible: Concept Farm.

by Angela Natividad    Jun-11-08   Click to Comment   
Topic: Campaigns, Commercials, Events, Good, Online   

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why does the girl in the poster have her mouth open?

Posted by: ray mend on June 12, 2008 1:48 PM

why does the girl in the poster have her mouth open like that?

Posted by: ray mend on June 12, 2008 1:51 PM

Demonstration of passion?

Posted by: Angela on June 12, 2008 1:53 PM

It's not a girl. He's a macho young gentleMAN. I know him, he's kool. I also know that he gets a lot of this kind of s__t from idiots. He's just the cutest thing since Britney, it's ok T-REx i won't let them badmouth you man. Take it Back!

Posted by: Griff on June 12, 2008 3:32 PM

How will I take back the Tour? i'd hire MLB execs. They somehow came out fine from their steroid fest.

Posted by: Somebody on June 12, 2008 6:24 PM

Yum! steroids!
I just got a prescription for steroid nose-drops today. I wonder if it will perform like Lance.

Posted by: nobody on June 12, 2008 9:30 PM

you're both wrong/right.
the human in the ad is a hermaphrodite.

Posted by: orangeman on June 12, 2008 10:27 PM

i want to see if anyone steps up and "takes back the tour" this year. clean.

Posted by: orangeman on June 12, 2008 10:46 PM