11 August saw petrochemical giant INEOS promote its new automotive sub-brand and its flagship Grenadier SUV by leveraging its title sponsorship of the INEOS Grenadiers professional cycling team with a film championing new rider and Tokyo 2020 Olympic Mountain Bike Champion Tom Pidcock.
The high-adrenaline, all-action 90-second spot, ‘Tom Pidcock – Off Road’, goes off-road drawing a comparison between Pidcock’s gold medal winning skills on the bike with the vehicles off-road handling and capabilities.
The creative sees the 22-year-old showcase his passion for off-road terrains and draws parallels with the INEOS Grenadier: the brand’s new 4×4 vehicle which begins production in July 2022.
The Tokyo gold medallist joined INEOS Grenadiers in the 2021 season as he sets his sights on a switch to road racing and the social spot was launched not just to build on spiking interest around the young ride but also coincided with the start of his first senior Grand Tour at August La Vuelta A Espana.
A five time World Champion and now an Olympic Gold Medalist at Tokyo 2020, Pidcock is one of the most exciting young talents in British Cycling and is part of a new wave of cycling all-round riders taking on multiple disciplines.