Agency Network: 
June 2009
SPW:  Hip
SPW Print Ad -  Hip

Also From This Campaign 3


Print advertisement created by Y&R, Switzerland for SPW, within the category: Recreation, Leisure.


Stay in shape. SPW Bikes

Advertising Agency: Advico Y&R, Zurich, Switzerland
Chief Creative Officer: Markus Gut
Art director: Isabelle Hauser
Graphic design: Annik Weber
Copywriter: Julia Brandstätter
Photographer: Lorenz Cugini
Visualizer: Felix Schregenberger
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santorini's picture

if i don't misunderstand, the proposition is to have good physical shape by cycling...
Nice idea and execution....

Activity Score 60
Copy Writer, Paper Rhyme, Dhaka, Bangladesh |

smile plz!!!!

qd's picture

i think these ads are smart.
they show the bikes overcoming challenging terrains, but making the terrains your physical fitness puts a lifestyle spin in there that sets up a personality for the brand.

Activity Score 20
Creative Director at publicis caribbean
Guest's picture

mountain biking people love biking on mountains.
but by the visual logic of above,
losing fat=less curves=less mountain=less fun.
So, eat cheeseburgers before you ride your spw bike?

Guest's picture

More like "keep riding so you don't end up flat on the floor like that fat bastard"

shahidali's picture

vulgar, disturbing and offencive

Activity Score 4065
Dhaka, Bangladesh |


Guest's picture

I really like them. Your overcoming you weight be cycling. Great idea.

Bob08's picture

This is a Bike Defender Association warning.
Don't allow that woman to put her overflowing back on a bicycle saddle. She's allowed to do anything but biking.

Activity Score 749
Ohkamp's picture

Maybe this is too literal but I would have liked to have seen the person/bike at the top of the "hill". I think that would make it a quicker read and really express that exercise has allowed them to overcome this obstacle. Great, provocative visual though.

Activity Score 228
Creative Director at Lowe Roche, Toronto
Ohkamp's picture

The more I think about it, I think I'm wrong. I think you do need to active "push" that is present in the current visuals.

Activity Score 228
Creative Director at Lowe Roche, Toronto
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