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This atmospheric commercial for Standert Bicycles feels like a dreamy music promo as much as an ad. Director Adriaan Louw follows a pair of cycling enthusiasts on a speedy race through the Italian countryside, using a grungy grade and dialling up the warm colours in order to give the piece a summery and otherworldly feel. Moments of the pair off-bike add further texture to the piece, as they appear in the fields as though existing purely in their own little world of two. It's a nod to the hypnotic and solo nature of the sport, allowing riders to get lost in their personal rhythm as the miles tick by. This is a smart piece of work, as it understands that the technical specs of high-performance bikes will mean nothing to all but a very niche audience. The film maintains a broad appeal by focusing on the aesthetics, encouraging even amateur riders to think about trying out such exercise for themselves.
Product Category: Bicycles
Territory: UK
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