BACK IN THE SADDLE | Adweek BACK IN THE SADDLE | Adweek
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BACK IN THE SADDLE

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For cyclists who aspire to fatherhood, Italian saddle maker Selle Royal Spa is marketing a new bicycle seat that promises to relieve pressure on the pudendal arteries and nerves.
In a new print campaign from TDA Advertising & Design, Longmont, Colo., the comfort message is conveyed in a humorous way. Six single-page ads show sponsor-team uniforms at "half mast" (pants around the ankles). The Fizik Y-design saddle is strategically placed on the page, with copy promising that "added comfort helps you enjoy yourself, on or off your bike." The tag: "Designed for high performance."
The campaign broke this month in U.S. and international cycling publications.
The target is younger (typically less cautious) male riders, who on ill-designed saddles expose themselves to groin injuries that can lead to impotence.
Creative director Jonathan Schoenberg served as copywriter.
Art director Thomas Dooley doubled as the leg model.
--Angela Dawson