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By Jennifer Faull, Deputy Editor

April 30, 2014 | 1 min read

Halfords has launched a new multimillion-pound campaign urging people to take to the open road and embark on their own James Dean-style adventure.

The Keep On Rollin’ campaign was developed by Mother and aims to convey Halfords’ belief in ‘living life on the move’.

Playing out to the ‘Born to be Wild’ track, the ads begin with a family setting off on a journey into the British countryside. As they are taken over by the call to the open road, both them and the landscape transform.

Caroline Michel, Halfords head of advertising and digital media explained: “This summer we wanted to create a campaign that celebrated the joys of cycling and driving at their most emotional and aspirational. We also wanted something that would create real talkability, and in this entertaining and engaging creative we feel Mother have really delivered.”

The first spot (above) has been aimed at cyclists and aired today, 30 April. The next ad will focus on motorists and will be released in two weeks.

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