Evans Cycles – A beautiful and simple Advert
HOY bikes are the product of more than 25 years experience spanning from Sir Chris’ backyard to the Olympic podium. Antidote asked Toast to produce the new Evans Cycles DRTV advert for the launch of HOY bikes. The spot was directed by John Gradwell and posted at Toast.
Olympic Gold medal-winning cyclist Chris Hoy has designed a range of bikes. The bikes work for all riders from balance bikes for learners to carbon fibre racing bikes for serious cyclists. Chris later went on to partner with Vulpine clothing to produce a range of gear specifically tailored for cycling. Since producing this bike advert Chris has broadened the HOY bikes range. He has added children’s bikes, crossover bikes to the HOY stable. Now Chris is starring in this delightfully simple advert.
First bike Advert
This simple advert features images of Chris riding bikes as a child, progressing to Chris racing. All the photos used in the commercial are from family collections taken as Chris grew up. An old Kodak carousel slide projector was used on set to project the images for filming. Using a real source not only give the images a realistic look but also adds a great backing to the soundtrack. Audio of the slide carousel in action was recorded on set and used within the commercial. An effects layer of 3D animated particles was added to simulate dust floating in the projector beam.
Rather than use an actor to voice the script it was decided to use Chris’s dad David to read the script. The resulting narrative has all the warmth and realism needed in this type of simple but stylish advert.