Seems like every cycling discipline wants to get down like BMXer, from MTB to MX to fixies and now even the roadies are getting into the act! In this clip here the California based eyewear brand Spy built made this commercial to be a playful expression of its youthful, point of view by bringing an action sports approach to road cycling because there is a “Coolness” factor missing from the roadie scene lol! So the question is if all these disciplines are doing BMXish things on their bikes..will the BMX community embrace them and use them as a means to get more people into the sport of BMX which is the core of it all?
Peep the description of the video by Spy:
The idea was born of 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. To get through it, Busche says his mind drifts in and out of daydreams. Told through the prism of Busche’s daydream, viewers 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. To see this commercial’s extended version and behind the scenes story, go to www.spyoptic.com/performance.
Director: Jason Baffa
Director of Photography: Scott Kassenoff
Editor: Ian Douglass/Salt
Producers: Devon Howard & Michael Marckx for SPY
Produced in Association with Jason Baffa Films
Writer/Creative: Michael Marckx
Art Direction: Micah Dunham
Camera: Andrew H. Petersen, Jason Baffa, Scott Kassenoff
Stunt Man: Mike Montgomery