Versus "Take Back the Tour" | Adweek Versus "Take Back the Tour" | Adweek
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Versus "Take Back the Tour"

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The "Take back the tour" campaign by The Concept Farm touts Tour de France coverage on the Versus cable network and aims to serve as a voice for cyclists who "compete clean" and the die-hard fans who apparently can't get enough of the sport. "Screw the dopers, politics and critics" screams one print ad. Using the word "dopers" kind of reminds people that the sport has substance abuse problems. Plus, the background is so intensely yellow, it calls to mind drug testing, further reinforcing the stereotype it's trying to combat. Even so, the approach could ultimately prove effective. From this ad, I get the idea that cycling is filled with doped-up and belligerent competitors who play by their own rules. Now that's worth tuning in for a peek. Thanks for the tip, Versus. --David Gianatasio