We’re all going to be swamped with TV coverage of Sir Bradley Wiggins this weekend, as Britain’s most decorated Olympian stars in the first episode of this year’s The Jump and appears on a 90 second advert almost exclusively about his achievements.
Car maker Skoda, which has a long history in cycling, recently signed a three-year partnership with Team Wiggins and to commemorate their relationship with the 2012 Tour de France winner, their latest UK advert will focus almost entirely on Wiggins.
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Promising to focus on “key moments in Wiggins‘ personal and professional life, as he reflects on his achievements”, a behind-the-scenes video has been released prior to the advert airing for the first time.
In it, Wiggins describes the difficulty of a climb, whether it’s an ascent in the Tour de France, on a club run or even in a sportive. It is the allure of a climb, he says, that attracts people to cycling in the first place. “Everyone can associate with just how hard climbing is,” Wiggins says.
Set in the Snowdonia area of North Wales, Wiggins is seeing riding up Pen-y-Pass. The climb is used as a metaphor to describe Wiggins’ best moments in his career: the further he got, the tougher achieving his goals got.
The advert will air on ITV 1 during the half-time break between England and France in the Six Nations, shortly after 5.30pm.