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Video: "Eh Bradders – giddy up lad" - Boddingtons back with bike-themed ad

Melanie Sykes reprises role from 21 years ago - but not all is as it seems

Boddingtons Bitter has been relaunched with a cycling-themed ad – but not all is at it seems.

The spot, called Tour de Formby, features a cyclist preparing for a ride with an American accented-voiceover saying phrases such as “Take the pain … take the punishment … take the road less hilly …”

It then cuts back to reveal he is riding a rickshaw with Melanie Sykes, star of the beer’s 1990s ads, sitting in the back seat.

“Eh Bradders – giddy up lad, I’m spitting feathers ‘ere,” she says, before being seen quaffing a pint with the words, “It’s still gorgeous.”

Sykes shot to fame as a result of that campaign, with the last ad appearing 21 years ago, back when Boddingtons was still brewed at the Strangeways Brewery in Manchester, which closed in 2004.

And if you think the landscape is as northern as Sykes’s accent, think again – road.cc’s VecchioJo has identified the climb as Firle Beacon on the South Downs near Lewes.

Boddingtons UK marketing manager Aina Fuller, quoted in The Drum, said: “It’s been fantastic to reunite the old dream team of Mel, Danny and Boddingtons.

“We wanted to create something which captures the magic each team member naturally brings, with that cheeky humour that Boddingtons is known and loved for.”

Sykes said: “Shooting the new ad with Danny and Boddies was so much fun.

“It brought back really fond memories from working on the original ads, which I know hold a lot of nostalgia not just for me but for many people,” she added.

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.

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