How do you get to work in the morning?

Professional road cyclist Martyn Ashton recently made a series of youtube videos featuring tricks that he likes to do on his bike. The first starts with a warning that some of his stunts should not be attempted. My question is: only some?

While Ashton's skill is certainly noteworthy, it is not the purpose of this post. One of the first images (after, of course, the rather understated disclaimer) was a clip of a garage door opening to reveal a shining, fancy Pinarello bicycle. At several points throughout Ashton's stunts, the Pinarello brand name is clearly visible, as well as the name of Ashton's cycling team sponsor, Sky television. At the end of the video, Ashton has a sort of pit crew, who shine the Pinarello name on his bike, and the video includes several angles of the bike clearly showing the brand name. It is clear, therefore, that Ashton was not simply making a video to make a video. He was sponsored by Pinarello, and is presumably being payed considerable amounts of money to contribute to Pinarello's advertising campaigns.

How does Pinarello think that this video will help sell their product? Obviously, I don't really know. I can, however, make some educated guesses. While it is not a commercial, this video serves as an advertisement. As such, it appeals to several basic human needs. First, it addresses the need to achieve. It associates the bike with the feats completed by Ashton. In a way, Ashton is not the only one given credit for his accomplishments. His bike is also a character in the video, in a way that imbues it with the qualities of achievement. The video also addresses a need for autonomy. Take the clip of Ashton riding over the bridge, above all of the average people walking or driving through their daily lives. He stands out, with his bike. They, as a pair, are unique, and appeal to that need in the viewers.

Pinarello uses several advertising techniques in their video. The first is quite apparent: testimonial, or celebrity endorsement. Ashton is a professional cyclist. While that may not be the most prominent popular position, nor is Ashton a particularly preeminent racer, his status adds a feeling of prestige to the video in a way that a lawyer who happened to be a talented cyclist would not. The video also uses the technique of transfer/association. Ashton's tricks and talents are associated with the product as well as Ashton himself. All of the unusual locations for a bike to go give the Pinarello a feeling of adventure and excellence. One of the last clips also features a picture of the white Cliffs of Dover, the awe and beauty of which add to the prestige of the product.

Bike companies often advertise by paying the pros to do cool things on their bikes. Professional cyclist and crazy-person Peter Sagan once advertised for both the bike company Cannondale and the car company Citroen by parking one on top of the other, while still on the one. Similar videos have been made featuring Colnago, Trek, and other biking brands. Perhaps it can be said, therefore, that bike companies tend to like to advertise to the adventurous and creative amongst us. As well as the nuts.