Cervelo anyone?

[VeloVT]

I also can't think of Fabian Cancellara without remembering the fantastically idiotic Cervelo ad from the TDF last year.

Fade in. Handheld camera (shaky). Fabian Cancellara relaxing by trailer after a race. Cut to clips of fast race footage. Voiceover:
"Hi, My name is Fabian Cancellara and I'm here to tell you a little bit about the ah, R3 bike. I was very happy when I heard we were going to ride it last year because I've never had a bike like this before. People say it's the best frame in the world."

End.

I drove my boyfriend crazy because every time it came on, I'd say -- "oh look look -- you have to watch this commercial -- it's so ridiculous!" For some reason it totally cracked me up over and over again because of its complete conceptual incongruity. Ok, it makes sense to feature Fabian Cancellara on a Cervelo commercial. After all, who's in a better position to simultaneously offer an expert endorsement AND lend sex appeal? But then they interview him, and he says NOTHING about what he thinks about the bike, or even if he likes it. The biggest endorsement he gives is "people say it's the best frame in the world." They would have been better off either not interviewing him at all and just having shots of him riding, or even having him talk about riding and racing and blah blah blah, but not mentioning Cervelos... but to have him talk about Cervelos and then almost pointedly say NOTHING personal about them, to have him mention his excitement at the prospect of riding an R3 and then switch to what "people say" about them, just defies any kind of logic... It was almost as bad as the Bode Miller commercials for ... was it Nike? ... during the last Winter Olympics, in which he was permitted a rambling voiceover monologue that was totally incoherent and scattered, but still managed to be irritatingly egotistical and self-indulgent. Well, I'm not imputing those personality traits to Cancellara, but it was almost as lame of an advertising strategy (to me anyway, what do I know).

Sorry for the threadjack. I'm off my rant now.

But, according to Fabian Cancellara, "people say it's the best frame in the world." So you should definitely try it .