Monday, July 28, 2008

Those Cervelo Commercials

BikeSnob is awesome and hit the nail on the head;

Cervelo is to bicycles what Sub Zero is to refrigerators, or what Viking is to stoves, or what Weber is to gas barbecue grills. That is to say, they're expensive, well-engineered, professional-quality items which are bought by people who have little or no clue how to operate them and will never know their true potential. You can ruin a meal just as badly on a GE as you can on a Viking, and you can get dropped just as quickly on a Scattante as you can on a Cervelo. And despite what you may think, you don't look any better or "pro" on a Cervelo than you do on a Scattante either. In fact, it only serves to throw the chainring tattoo on your hairy leg into sharper relief.

So as the Breitling of bikes you'd expect Cervelo to have very serious--almost intimidating--TV ads. Maybe a baritone narrator intoning statistics as molecular structures and formulas flash across the screen. Instead, Cervelo's ads are mostly just those two Canadian guys who make them talking about their bikes in an endearing lilt. It's almost hard to imagine that people with accents like that could even be precise, let alone produce a full line of performance bicycles. It's like if Cooter from the "Dukes of Hazzard" was the BMW spokesperson. Those Cervelo commercials were the closest thing I've seen in awhile to the "Great White North" (only with less belching), and I for one am hoping Vroomen and White become the new Bob and Doug McKenzie.

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