Halfords introduces 'the bike whisperer' online campaign

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.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Welcome to the age of brands as broadcasters

Welcome to the age of brands as broadcasters

With so many brands producing their own content to reach consumers in innovative ways, they will need to up their game significantly as expectations grow, says Mindshare's Adam Fulford.

Share
Mail Brands' first major ad deal features George Lamb in video for Seat

Mail Brands' first major ad deal features George Lamb in video for Seat

Mail Brands, the new commercial operation that brought together sales at the DMG Media's national newsbrand titles, has released its first partnership with a major brand since forming in July.

Share
Freeview Play to launch next month

Freeview Play to launch next month

Freeview, the free-to-air TV service, is launching Freeview Play, its video on-demand and catch-up TV service, next month.

Share

Get news by email