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Ad of the Day: Nutrition brand pokes fun at the harsh realities of the Tour de France


By Amy Houston, Senior Reporter

June 22, 2023 | 3 min read

It’s the debut work for Science in Sport from the creative agency M&C Saatchi.


Tour de France / M&C Saatchi

‘The Tour’ ad campaign is a series of black and white photos that capture what it really feels like to compete in a cycling event. Featuring endurance athletes, the campaign shows how punishing and challenging the race can be.

In one of the images, the copy reads ‘One of the most beautiful depictions of hell you’ll ever see’ as a group of athletes rides through the mountain. From high temperatures to mental strain, the series brings to life the mixed reality of pain and euphoria experienced by those who take part.

The campaign will run across press, out-of-home and social channels, as well as being activated through events and partnerships.

Matt Lee, executive creative director at M&C Saatchi London, said: “Science in Sport is the leader in sports nutrition and the chosen brand of the world’s greatest cyclists. They understand what the riders go through, in the world’s toughest race. We’re delighted with this campaign, which highlights the pain, suffering and sheer physical effort that the Tour de France demands. And we’re even happier that we’ll never find out how that feels.”



Creative agency: M&C Saatchi London

Executive creative director: Matt Lee

Creative leads: Jon Farley and Alex Lucas

Lead designers: Jon Muddell and Neil Sharp

Business director: Anna Heracleous

Account director: Katie Mandel

Producers: Kelly Sands and Matt O’Neill

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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