Goodby, Silverstein Touts Specialized Bicycles

NEW YORK Goodby, Silverstein & Partners this week launched a campaign for Specialized Bicycles. The effort includes a site dedicated exclusively to Web-based films.

While the campaign will include some traditional media buys in enthusiast publications, the ads will support the online films with movie poster-style executions.

The interactive component is an attempt to broaden the appeal of the brand beyond its core market. “You’ve got one of the best bike companies in the world. If you just advertise in the bike industry magazines, what are you going to do with that?” said Rich Silverstein, co-chairman of the San Francisco agency and an avid cyclist who has been working with Specialized on and off for the last 20 years. “We wanted the dialog to be [on the Internet] and to be more of a part of popular culture.”

The site (www.specializedmovies.com) launched yesterday with two films, one advertising the S-Works Roubaix SL road bike and the other the Stumpjumper FSR mountain bicycle. The site will regularly add product-specific clips. In “Outlaw in Lycra,” a cyclist on the Roubaix beats the police in a chase, caught on what appears to be news footage.

The clip, said Silverstein, was created using doctored footage of an actual police chase. “It’s kind of cool to have a bike outrun the CHP,” he added.

The animated “Happy Entrails” features a Stumpjumper rider who endures all sorts of bodily harm during his ride: a bear’s claw rips out part of his torso, a lightning bolt hits him, and fire even engulfs him. Yet nothing is able to wipe the beaming smile off his face as he continues to ride.

“The film is about how much fun you can have with a mountain bike,” said Silverstein, who served as creative director on the effort with Steve Simpson. “The exaggeration of the fun ride was a horror cartoon.”

The client is based in Morgan Hills, Calif.