To air during the Tour De’ France, we created a TVC campaign for one of Australia’s largest bicycle chains, Bike Force. With 20 stores Australia-wide and an established online presence, Bike Force Australia’s expanding brand needed a new positioning. ‘Time to get serious’ challenged cafe cyclists to consider upgrading the old squeaky Repco and be the first off the mark to ensure maximum latte time and minimum lyrca-clad rear end viewing.