Eurostar has revealed another tactical ad with AMV BBDO this time celebrating the Tour de France.
The print advert aims to encourage Brits to get excited about the possibility of another Brit following in the footsteps of Sir Bradley Wiggins and will run for one week in Sport Magazine and across national press and iPad editions.
At first glance, the creative shows a map of central Paris where the Tour de France comes to an end, but on closer inspection it becomes clear that the map is shaped like a bike wheel and accompanied by the headline in ‘franglais’ – “Can British cycling triomphe at l’arc a second time? The final stage 21 July 2013, Paris”.
This is the fifth topical creative Eurostar has released with AMV BBDO, other examples to have run this year include Napoleon with a cauliflower ear to coincide with the 6 Nations and a tongue-in-cheek summer boules themed ad promoting the French Open.