Mario Cipollini once famously said that if he hadn’t been a cyclist, he’d have become a porn star. A video for the launch of his brand's new BOND bike for 2013, however, sees him play out another silver screen fantasy, with Super Mario taking on the role of a James Bond-style secret agent.
It’s all here – the iconic location (Monte Carlo), helicopter and motorbike chases, speedboat with bikini-clad beauty, as Mario outdoes the villains to preserve his secrets.
Those secrets, by the way? They’re revealed at the end of the film, and keep watching for a teaser of the “aesthetically sexy” 2013 bikes.
There is also a technical video and two ‘behind the scenes’ ones to go with the finished film – the latter showcasing a fantastic descent by Cipollini from the aptly named Cipollaio near his home town of Lucca – clock the startled cyclist coming the other way just after 5:20 in the first of those.
Cipollini isn’t the first top Italian sprinter to feature in a video inspired by Ian Fleming’s secret agent – last year, James Bond also provided the theme as Pippo Pozzato was filmed on the streets of Milan for Playboy.
Unlike that infamous Sidi Cycling Shoes ad, this time the former national champion and Milan-Sanremo winner kept his clothes on, appearing in a succession of dinner jackets, or lo smoking as the Italians call them.
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.