Endurance nutrition brand Science in Sport (SiS) has unveiled a new campaign to celebrate the ‘beautiful pain’ of competing in the Tour de France.
Developed with M&C Saatchi, ‘The Tour’ marks the London agency’s first work for the brand since securing its creative account following a competitive pitch process.
The creative will look to illustrate how gruelling a test the Tour de France is, even for some of the world’s most able endurance athletes, highlighting the incredible mental and physical strength that the cyclists display.
“This impactful campaign, brought to life by M&C Saatchi, showcases Science in Sport’s deep understanding of the brutality of participating in the Tour de France,” Science in Sport CEO Stephen Moon said.
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“It highlights our dedication to developing scientifically superior products for elite athletes such as the INEOS Grenadiers. And importantly, it emphasises that these products are available to all, empowering everyone participating in endurance sports.”
The ads feature black and white photography to reflect the sentiment of the various headlines and highlight SiS’ ‘vibrant’ products. While some images zoom in on participants to show the pain in their contorted faces, others illustrate the rider from afar “to show the power of the landscape they’re battling against”.
With media planning and buying handled by EssenceMediacom, the new campaign will be pushed out across press, out-of-home and social channels, supported by event and partnership executions.
M&C Saatchi London executive creative director, Matt Lee, added: “Science in Sport are the leaders in sports nutrition, and the chosen brand of the world’s greatest cyclists. They understand what the riders go through, in the world’s toughest race.
“We’re delighted with this campaign, that highlights the pain, suffering and sheer physical effort that the Tour de France demands. And we’re even happier that we’ll never find out how that feels.”
