"We want to encourage viewers to get their bike out of the shed and take it to a Shimano
Service Centre to be serviced by trained mechanics," said Bill Baxter, Madison’s sales and marketing director.
"Consumers would never dream of driving a car with a broken gear box, or squeaky brakes, so why should they settle for any less on their bicycle?"
The 30-second ads use existing footage from Shimano and features lifestyle images of road cycling, commuting and mountain biking.
The first ad may air tonight but Discovery Channel have yet to confirm this.