speaking from a non-advertising executive point of view, i can say i'm not a "fan" of the brand. but to me, it gives some representation of their personality, which i like. i doubt it will hurt them at all. anyone who knows what cervelo is already knows what they're looking for anyway. they aren't going to let a silly commercial change their opinion of the product. it's not like they're trying to sell macaroni and cheese to every person that turns on the tv.
now, if they had gone the pedigree dog food("we're for puppies") direction, i'd be really impressed.
__________________
"When once you have tasted flight, you will forever walk the earth with your eyes turned skyward, for there you have been, and there you will always long to return." - Leonardo daVinci