TV commentators Phil Liggett and Bob Roll will be two of the judges on a panel to award Shimano schwag to winners of a YouTube video competition.
The competition is seeking short online videos that will inspire people to get out on their bikes.
Shimano is giving away groupsets and other bike kit to the competition winners, including an all-black Alfine groupset.
The contest intro video features examples of how mainstream advertisers promote the fun side of cycling. There's a Gap TV commercial featuring Scarlett Johansson, a beer ad from the New Belgium brewing company and a snippet from 'Butch Cassidy and the Sundance Kid' from 1969.
The competition closes on August 30th and will be adjudged at Interbike. The other judges include members of the industry podcast, The Spokemen.