This ad for Danish TV’s Tour de France coverage is pitch-perfect

We feel seen.

by Matt de Neef


Much of the cycling world is gearing up for the Tour de France at the moment, including the folks at TV2 in Denmark, the government-owned station that broadcasts the Tour. This one-minute ad (see below) is much more than promotion for TV2’s Tour coverage – it’s a highly relatable homage to life as a wannabe cyclist.

The looks of horror from family members as you slink out of the house in Lycra; the delusions of grandeur once you get on the bike; the way the Tour inspires so many to get on the bike in the first place – it’s all wonderfully done.

10 days to go.

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