The Drum Awards Festival - PR

-d -h -min -sec


By The Drum Team | Editorial

June 20, 2013 | 1 min read

If you hear much talk about mammals on bikes this summer, chances are you'll be confounded unless you know it's the acronym for Middle-Aged Men In Lycra. This glorious ad is an anthem to them, to children, to families and hipsters, commuters and yummy mummies - to an entire nation that's embraced its inner cyclist thanks to Bradley Wiggins et al.

Agency: Mother

Film Prod Co: Independent Films

Director: The Glue Society (Gary Freedman)

Producer: Jason Kemp

Post-Prod House: Framestore

Editing House: The Playroom

Editor: Adam Spivey

Halfords Retail Sport

Content created with:


Find out more

More from Halfords

View all