An Open letter to Phil White at Cervelo
 

Dear Phil;

I don't own a Cervelo but my perception of them is that they are finely crafted, well engineered machines from a company that apparently cherishes these qualities.

So why, during your industry's showcase event, do you choose to cheapen your brand and your image by airing those hideous, god awful, unprofessional television commercials?

Now before you say "yea, but..." let me add that my problem isn't so much with the content in your spots - it's in the way it's presented. That one where you demonstrate the strength of your carbon frame with a "crushing blow" is fantastic for dispelling all sorts of myths about carbon frames - but the way it is shot and edited - everything about its production value - leaves far too much potential on the table in terms of lasting viewer impact and what it could have meant for your company.

And let me ask you this - do you think you come off well? Did your performance maximize your potential?

I understand that you probably didn't want to spend a whole lot on the actual production of your TV spots - after all, the media buy must be killing you. But whatever you spent - even if it was tossed in by OLN as part of the media buy - wasn't spent well. Next time, I suggest looking a bit further for your production - did you know that there are producers, directors, editors - all sorts of professionals at the top of their field that would work for you for little more than trade just because they are enthusiasts? Send them a frame and they'll jump through hoops for you. Seriously. It's how a lot of high end work gets done for companies that that really can't afford it. Don't believe me - look at the branded golf equipment spots.

I am one of these enthusiasts and I know of several others in the commercial production industry. We would be happy to send you samples of our work to show you what we've done and what we are capable of - and would love the opportunity to discuss what we could do for you....for virtually nothing.

Think of the potential.

55/Rad

Have you tried emailing them?

I agree, they seem very low budget and I'm sure they probably didn't spend much at all on the production of these spots. I would love to have edited those commercials for a frame. I've done the trade-out for services a few times in my career, including getting a very nice Alvarez Japanese acoustic for doing some promotional work for their parent company.

Yeah, would this spot include a cyclist and a pie?

In all seriousness, I had the same impression, certainly Cervelo could do better than this, the ad I saw today of the fork was pathetic. This is the kind of ad I would expect from the boys at GMC Denali bikes, or whatever the WallyBike is. Two thumbs way down!

I'll do the audio mix and sweetening - all I need is a 50 cm frame. I agree - the spots are horrible.

So that is how you get all of your bikes, haha, you should edit a commercial for your painter!

Hah! Agreed...but then I think everything I've seen on OLN so far has been low-quality (except for some of the bumpers). Including the pre/post race group commentary - there are some very unprofessional "cringing" moments when the guys get a little too comfortable!

I have to admit I laughed for a good while after seeing the Cervelo "carbon impact" commercial. Admit it. That WAS funny.

Pedal Wench, damn, you beat me to it. :)

I don't think the ads were bad at all. They are well engineered bikes, and they're just commercials.

no, I'LL do the audio!


.......and i ride a 56.......


:D

I give him credit for taking the leap and buying all the advertising on OLN. One bit of advice for him is that the owner or CEO should almost never be his own spokesperson. There are pros that do it much better and it's worth every penny. I can say that I've never featured myself in an ad. I've always paid for a pro to do it. Others would do well to do the same.

See, that's the problem. Why wouldn't a company put forth the same effort in everything they do - especially when it comes to the public perception of that company.

But like you, they see it as "just commercials". Well, after all is said and done, Cervelo is going to analyze whether this campaign was money well spent. And no matter the conclusion they come to, they'll be left with the "what might have been?" question in the backs of their collective minds.

55/Rad

Well, that proves it... audio engineers like to ride bikes. :)

Kinda funny, cause it's really bad for your hearing (traffic)!!!

Hey stfu, those comercials rock. Made me want to buy a cervelo. I have always loved cervelo.

They are the only Canadian thing in the tour.

They are becoming the staple in cycling.

Why would you care about a tv spot. It doesn't concern you. Who are you to tell Cervelo about how they should or should not run their business. I don't see you running a company with a bike in the tour.

This type of advertising IS PROFFESIONAL Cervelo obviously put time and effort in to coming up with good ideas to draw in customers. This is creative advertising that is

a) Friendly, doesn't point fingers at ANY other companies
b) Funny
c) Effective
d) Well thought

Most bike companies don't even have advertisments on tv. I have seen specialized......trek.........um............................walmart?

Back to the point, you have to give credit to cervelo for going ahead and expanding their business.

Props to CERVELO!

I actually quite liked the ads myself.... They have this simple grass roots, unpolished (less snake oil) look, that appeals to me. Just the facts and nothing else.

As for the CEO/Owner doing the pitch, I think it's nice. Pros are not always well spoken or articulate. It never hurt Chrysler and Lee Iacocca, KFC and Col Sanders ( ;) ), Remington and that guy that was so impressed he bought the company, In fact I would like to see more of it, Tell me why your product is so good or what your angle is.... I like hearing it from the top.

its funny their production value is terrible, but somehow it draws your eye. even my wife stopped and watched it, and said "that was a weird 5 second commercial".

Sounds like those ads needed a bit more sex and violence to beef them up a bit.

The one I saw, White was holding a Soloist Carbon. That frame is sexy enough, don't you think? :)

The ads do however kinda reflect the down to earth guys that they actually are. Maybe it's the way they wanted the ads? Has anyone seen one NOT during the Tour? Overly slick and oily production can make anything look good but I see no reason to turn it into another Trek commercial, they already have Trek beat.

is it possible that when you're in the advertising business you become too analytical? i'm a custom painter, but i always stop short of being openly critical of other people's work. it's natural to think you can do a job better than the next guy, but it's impossible to tell what inspired someone to present something the way they do. who knows - you might talk to the guys who made those commercials and learn something new. just a thought.

Dang! Competition, and in my own town too!

Maybe. Does Phil White look hot? Not that I'm gay or anything.:p

Yeah, but you can easily spot us. We're the ones covering our ears when the sirens go by!

Rad I sent you a PM regarding the spots. I agree they are pretty amateurish, as are the Trek spots.

Dear Phil,
I too am a bicycle enthusiast however know little of putting together a good commercial clip but am a big fan of your bicycle frames. Would you consider sending me a frame for the fork of it?
Thanks for your consideration,
:p
George

Maybe the commercials are cheap to save money on all the p2.5 BB and headtube de-lam warranty issues.