Halfords has launched a TV ad campaign urging Brits to get out on the open road on bicycles (and, shhh, whisper it, cars).
There are two ads in the “Keep On Rollin’” campaign. The cycling one features a husband and wife starting out with new cycling gear outside a Halfords store, toddler in a child seat. A rugged Halfords staffer urges the threesome to “go join the thunder.” As they set off touring – to a version of Steppenwolf’s classic highway hit ‘Born to be Wild’ – the bucolic vistas change to American movie road trip ones and the family – including the tot – grow beards and sport tatts
Produced for Halfords by the Mother ad agency, the ad is said to “show how even the most British of trips can provide a sense of adventure that leaves the rider transformed and feeling free.”
Paddy Fraser, Creative Director at Mother said: “With Keep On Rollin’ we hope to awaken everyone’s inner James Dean. Life is like an open road. An open A-road to Congleton."
Caroline Michel, Halfords Head of Advertising and Digital Media said: “This summer we wanted to create a campaign that celebrated the joys of cycling and driving at their most emotional and aspirational. We also wanted something that would create real talkability, and in this entertaining and engaging creative we feel Mother have really delivered.”