Print Effort Centers on Italian Cycling Lore
LOS ANGELES–Bicycle manufacturer Cannondale gets a $1 million print campaign rolling next month in U.S. and foreign consumer and trade publications.
Created by longtime shop TDA Advertising & Design, Longmont, Colo., the black-and-white slicks aim to capture the tradition and lore of Italian cycling, according to Jonathan Shoenberg, creative director. “We wanted to celebrate Italian cycling and incorporate Cannondale in that,” he said.
With art direction by Thomas Dooley and photography by Brooks Freehill, the ads were shot in Milan, with assistance from the client’s Cannondale Europe subsidiary.
One ad shows a man in a cramped garage tensioning spokes on the wheel of his Cannondale. The place is bursting with old bikes, parts and mementos. Text reads: “Italian men love their wives, mothers and cycling. Not necessarily in that order.”
“It’s the guy’s actual apartment. He lives for this stuff,” Shoenberg said.
Sales of the Bethel, Conn.-based company’s oversized Alcoa aluminum racing bikes jumped 50 percent following a recent redesign, according to marketing director Pat Hus.
Publish date: January 31, 2000 https://dev.adweek.com/brand-marketing/tda-cannondale-go-another-lap-37477/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT