Discovery Backs Armstrong on ‘Tour’

DALLAS A seven-week campaign for Discovery Communications beginning Monday features legendary cyclist Lance Armstrong in TV spots created by Interpublic Group’s TM Advertising, the cable network said.

The campaign, themed “Chasing No. 7,” leads up to the Tour de France cycling event at which Armstrong will seek a record seventh straight victory under the sponsorship of the Discovery Channel.

The commercial effort coincides with a series of prime-time programs featuring Armstrong, including The Science of Lance Armstrong on the Science Channel and other cable venues of Discovery Communications in Silver Spring, Md. Fit TV, Travel Channel, Discovery Health and Discovery HD Theater will present programming from June 15-30.

TM, based in the Dallas suburb of Irving, Texas, has worked with Armstrong before on commercials for its former client Subaru. Armstrong grew up in Dallas and currently lives in Austin, Texas.

“Discovery is the world’s storyteller and Lance Armstrong’s personal history is an incredible story of strength, perseverance and excellence,” said Judith A. McHale, president and CEO of Discovery Communications.