According to an interview in RetailWeek, Halfords marketing controller Lindsey Walker said the ads were a pre-Christmas reminder that bikes exist:
With the introduction of computers and games consoles, the days when all a boy or a girl wanted was a bike for Christmas are sadly over. We want to buck the trend and show how much fun a mountain bike can be.
The ads feature real mountain bikers, not actors or sponsored riders and the campagin supports the £21m roll out of the Bikehut store-within-a-store chain.
David Patten, Halfords marketing director, has left to become stationery buying director at WH Smith.