Halfords 'Tour de Francis' vid knits TdF ads together

It's likely that if you know what you're looking for in a bike you probably won't go to Halfords.

However for the kind of people that Halfords sell bikes to knowing that one of their brands is capable of conquering the TdF is actually a big selling point so the sense behind the adverts is clear. The TdF attracts a much wider base of viewers than most cycling coverage so they can pepper the ad-breaks with sales pitches to those who don't know a Carrera from a Canyon.

If you do know what the difference is then you're probably less likely to buy a Carrera anyway and you're not the target market for the adverts.

All that aside though, what's wrong with a brand that doesn't sponsor a team and doesn't have their bikes endlessly featured in TdF coverage trying to show that their bikes are perfectly capable of standing up to the same tests?

Actually just watched it and quite enjoyed it, he seemed a nice chap who was offered a great opportunity and took it. It was inoffensive and obviously is aimed at those with only a passing knowledge of cycling and the TdF but what's wrong with that?

Too many 'up yourself' comments on this topic. Halfords isn't aiming its adverts at people who post on here. It's a mainstream retailer, exploiting an opportunity (TDF) to sell a dream to the masses.

For most of the suggestible people who are drawn in by the Tour de Francis campaign, the Carrera Virago is probably the perfect bike. It's not half bad, can be bought on the cycle to work scheme and it ticks the right spec boxes, with its carbon frame and decent (105) components.

I have lots of people ask for my advice about what bike to buy. For most people, who will cycle occasionally, a good fit is the most important thing and unless they are looking for fine margins in competition, £500 is about as much as they need to spend to get a bike they will enjoy owning and riding.

While they mention in the press-release that Dan works for a Pharmaceutical company in London, what they don't say is Dan is actually a personal trainer at the on-site gym, so at least should be fit enough to attempt the rides. (I also work at said pharma company). A nice bloke though, contrary to some opinions on here, and certainly no actor!

I detest these adverts. I like the idea of some chap pitting himself against the rides of the pros, but he comes across as such an idiot.

"Uh, hamstring cramp!" - really? Bonking I can understand, but cramping seems unlikely. These sections are so obviously staged, I doubt it he rode all that much of the climbs. He looks a little fresh for my liking, and doesn't have that slighlty haunted look of someone doing this for real (I know because I've done them). After 14km of climbing 7-9% there's little you can do but try to keep the pedals moving. That said, i cannot be bothered to put myself through 15 minutes if this dross.

All the cheesy sound bites sound exactly like the terrible Boardman sound bites from last year. Needless to say it gives off the vibe 'avoid', 'avoid', 'avoid' to any serious cyclists. I don't care about Francis, I just think the whole advert is awful, by an awful bike company. It's definitely not aimed at me, but that doesn't mean it doesn't annoy the hell out of me, so why shouldn't I criticise it.

Advertisers like Halfords are the price we need to pay to enjoy the TV coverage, that stuff dont come for free, I just flip the channel between Eurosport and ITV4 or go put the coffee on when the ads come on.

And why is cramp unlikley ? Can hit anyone after a few hours hammering away and perhaps not hydrating enough.

I must remember that the forum is full of cycling deitys, silly me.

"Calm down dear, it's only a commercial".

If people get worked up about something so innocuous they should get some anger management counselling and FFS get a life!