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Hooo Yeah, this fuckin rocks ! BEAUTIFUL… (Hey…reminds me the next project…hu hu….) —– “Filmed in May 2012 in Belgium and France for Halfords’ sponsorship of the Tour de France on ITV4. The TV campaign also includes 24 idents shown throughout the Tours coverage.”

Hooo Yeah, this fuckin rocks ! BEAUTIFUL… (Hey…reminds me the next project…hu hu….) —– “Filmed in May 2012 in Belgium and France for Halfords’ sponsorship of the Tour de France on ITV4. The TV campaign also includes 24 idents shown throughout the Tours coverage.”

Amateur cyclist Dan Francis, who rides to work in London for a pharmaceutical company, was chosen to represent the Carrera brand via casting done by a sports casting agency earlier in the year. (The Tour de Francis campaign suggests the film-makers may have been casting for a cyclist with 'France' in his name. On Twitter, @johnthemonkey said he's going to change his name by deed poll to Gerald Italia.)

Halfords promote 'Cycle to Work' bike in 'Tour de Francis' TV ads

Campaign: The Work http://www.campaignlive.co.uk/thework/1139409/

As part of its Tour de France sponsorship, Halfords is airing idents devised by DLKW Lowe and featuring the amateur cyclist Dan Francis.

"Loved the video and what an inspiration. I am a 48 year old cyclist thats been riding for over 27 years now and my first official race was in March of 2012. The qualifying Race Across America Texas edition had over 20,000 feet of climbs with over 370 miles of roads to conquer in less than 30 hours of time. I accomplished 215 miles of the race which took me over 19 hours to complete. I identified with the climbs since the maximum grade of our race was 15%."

Could an amateur handle the toughest stages of the world's most prestigious cycling event, the Tour de France?

If you missed the Tour De France or if you just feel like reminiscing then you should definitely be watching this 15 minute documentary, eve... http://we-are-awesome.com/blog/tour-de-francis-documentary-by-nick-mason/

If you missed the Tour De France or if you just feel like reminiscing then.

In May, Dan Francis, an amateur cyclist from London, was dropped off in Liège, Belgium with a Halfords bike and invited to ride the four toughest stages of the Tour de France.  His efforts were recorded in a 15-minute documentary and a blog written by Francis as part of a campaign for Halfords devised by creative agency DLKW Lowe.

In May, Dan Francis, an amateur cyclist from London, was dropped off in Liège, Belgium with a Halfords bike and invited to ride the four toughest stages of the Tour de France. His efforts were recorded in a 15-minute documentary and a blog written by Francis as part of a campaign for Halfords devised by creative agency DLKW Lowe.

This is awesome.

Filmed in May 2012 in Belgium and France for Halfords’ sponsorship of the Tour de France on The TV campaign also includes 24 idents shown throughout the Tours coverage. Agency / DLKW Lowe – Production Company / Another Film Company – Director Nick Mason

It's all about the conversation...or is it?: Favourite Subject Line of the Week

It's all about the conversation.: Favourite Subject Line of the Week

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Paris Romance, Bonjour

The Rapha Continental: Icknield Way by RAPHA. http://www.rapha.cc/icknield-way

The Rapha Continental: Icknield Way

Prize winning merino sheep at the Royal Agricultural and Horticultural Society’s Livestock Show held at the Jubilee Oval in Adelaide, South Australia in 1914

Everything You Always Wanted to Know About Wool But Were Afraid to Ask

How to buy wool like a pro, with the help of an actual wool expert.

Well done, Yorkshire. Take next week off.

31 Beautiful Images Of The Tour De France In Yorkshire

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