Mike Montgomery RoadBike “Flip” – Behind the Scenes
A behind the scenes look into the SPY ToC cycling commercial gone viral featuring Matthew Busche (RadioShack-Nissan-Trek) and Mike Montgomery. Do not attempt at home kids…
A behind the scenes look into the now famous SPY ToC cycling commercial featuring Matthew Busche and Mike Montgomery. I’ve seen some crazy things on mountain bikes before, but never anything like this on a road bike. This short doco features the crazy footage of Montgomery doing some amazing dirt jumps and flips on a CX bike.
Under the creative direction of its CEO Michael Marckx, the California based eyewear brand SPY built this unique commercial to be a playful expression of its youthful, irreverent point of view by bringing an action sports mentality to road cycling, as well as sending a “Youth Against the Old Guard” message. The idea was this: Matthew Busche—Spy athlete and 2011 U.S. National Road Race Champion—trains a lot. To be the best requires tremendous focus and hard work—which equates to pain and monotony. To get through it, Busche says his mind drifts in and out of daydreams. Told through the prism of Busche’s daydream, the :30 diversion takes viewers on a journey with him as he imagines himself hitting the alluring trails of California’s coastal mountain ranges and doing some crazy stuff on a bike strictly built for pavement. SPY asked its mountain bike freestyle rider Mike Montgomery (Teams Specialized and Monster Energy) to stunt double for Busche’s wildest fantasies of doing things on his road bike that no one else has done before. That is, until Montgomery did them for him. This spot was originally built to air mid-May in 2012 on NBC during the Tour of California (ToC) cycling race. Going into the event, Busche was set to play an important role in the ToC for Team Radio Shack-Nissan-Trek.