Tesco Mobile are channeling French comedian and general madman Remi Gaillard and featuring cyclists in their new #BanishAverage advertising campaign.
DJ from the 90s, actor, and reality TV dabbler, Goldie, emerges from who-knows-where to front the campaign. The golden toothed electronic musician rides shotgun in a truck while a rather eccentric-looking girl rides an exercise bike in the back.
In the advert, which you can see below, seven unwitting commuters are filmed at 5pm on a dreary afternoon. They are overtaken by a man riding a penny-farthing and are then greeted by Goldie, hanging out of the truck.
A group of cyclists later catch up with the commuters as they come to a faux finish line, á la Gaillard’s video which we’ve got for you at the end of this article, complete with bunting, banners and confetti.
The production company responsible for the advert, Indy8, were unavailable to comment on the whether or not the commuters in the video are genuinely unwitting cyclists, or whether they’re actors who are being paid to play along jovially.
We're reluctant to suspend our disbelief, because as you can see in the video below, the response of the cyclists in Gaillard’s prank are not entirely positive. Well except for the last guy, he loves it.
Elliot joined team road.cc bright eyed, bushy tailed, and straight out of university.
Raised in front of cathode ray tube screens bearing the images of Miguel Indurain and Lance Armstrong, Elliot's always had cycling in his veins.
His balance was found on a Y-framed mountain bike around South London suburbs in the 90s, while his first taste of freedom came when he claimed his father's Giant hybrid as his own at age 16.
When Elliot's not writing for road.cc about two-wheeled sustainable transportation, he's focussing on business sustainability and the challenges facing our planet in the years to come.