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Video: Sir Bradley Wiggins to star in “epic” Skoda TV ad that debuts this weekend

90-second spot will premiere during England's Six Nations opener against France on Saturday...

Sir Bradley Wiggins, currently filming for the Channel 4 winter sports reality TV show The Jump, is the focus of a 90-second “epic” ad for car brand Škoda that will receive its premiere on ITV1 at half-time during England’s Six Nations rugby union opener against France at the weekend.

The spot was shot in north west Wales – the video above contains behind-the-scenes footage – and forms part of Škoda UK’s new Driven by Something Different campaign.

The multichannel campaign follows company’s three-year partnership announced last month with the 2012 Tour de France winner, and according to Škoda UK will focus on “key moments in Wiggins‘ personal and professional life, as he reflects on his achievements.”

With that Tour de France victory, five Olympic gold medals, world championship victories on the road and track and the UCI Hour Record, there are plenty to choose from in Wiggins’ sporting career alone.

The advert has been created by Fallon London and is directed by Martin Krejci who, like Škoda, hails from the Czech Republic. 

"I'm looking forward to the advert being released,” said Wiggins, “Škoda has done a great job in capturing my journey through cycling.

“We are already preparing for the next ad which will take a lot to beat this one." 

With its origins in bicycle manufacturing – the company, now part of VW Group, can trace its history back to 1895 and the business Laurin & Klement, whose early catalogues can be seen here – Škoda has a strong presence in cycling, including acting as a sponsor to the Tour de France, Tour of Britain and Women’s Tour.

Škoda UK’s head of marketing, Kirsten Stagg, said; "From our humble beginnings as a bicycle manufacturer to the innovative automotive brand we are today, we have always prided ourselves in being driven by something different. 

"As Britain’s most decorated Olympian there is no denying Sir Bradley Wiggins’ incredible achievements,” she continued.

“However, we chose to work with him on the campaign because of who he is and what he represents as an individual; he embodies the self-confidence, unique character and spirit which sets him apart from the rest."

The partnership was arranged Škoda UK’s sports sponsorship agency, MediaCom Sport & Entertainment, and Wiggins’ former management company, XIX Entertainment.

Last month, it was announced that he will in future be represented by M&C Saatchi Merlin.

Simon joined as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.

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