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 has been news editor at road.cc since 2009, reporting on 10 editions and counting of pro cycling’s biggest races such as the Tour de France, stories on issues including infrastructure and campaigning, and interviewing some of the biggest names in cycling. A law and languages graduate, published translator and former retail analyst, his background has proved invaluable in reporting on issues as diverse as cycling-related court cases, anti-doping investigations, and the bike industry. He splits his time between London and Cambridge, and loves taking his miniature schnauzer Elodie on adventures in the basket of her Elephant Bike.