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You know the Tour de France is coming when…

…special adverts appear to promote goods and services linked to the race.

Here are three adverts, the first is in French, the second doesn’t involve much speech and the third is in Dutch. But don’t worry, you don’t need to understand the language to get the message. Be sure to watch to the end.

French Eurosport has Virenque and the Devil:

The South African Tour de France guide is ready:

Belgian TV promotes its high definition Tour broadcasts:

Note the a common themes, the use of humour and the juxtaposition of normal events with the animation of a bike race. It’s a point that you can repeat with other examples but there simply is no other bike race like the Tour de France, just look at the ad spend here. It might not be big budget stuff but it doesn’t happen for many other races.

Comments on this entry are closed.

  • Ankush Tuesday, 21 June 2011, 7:59 pm

    Here in India there’s a very small cycling community and thanks to your efforts, we can feel the excitement building up. Vive Le Tour

  • MT Dave Tuesday, 21 June 2011, 9:12 pm

    I’m going to do a shot every time I hear ‘silent assassin’.

  • JT Tuesday, 21 June 2011, 11:04 pm

    Great choice of clips. Nice to see the range and geographical spread. The second one (LeTourRSA) is the funniest. Simple but effective.

    And picking up on MT Dave’s point, I’d really like more about TDF drinking games. Perhaps this is one just for the comments section, not necessarily the posts themselves? Some suggestions: commentators resorting to tired nicknames like ‘Ale-jet’ and ‘The Manx Missile’ or more general, catch all phrases such as ‘The little man with the big heart’, which is exclusively used to describe a plucky climber going full gas. ‘Street furniture’ is another one, only sprinkled into the commentary as the peloton approach the finish of a flat stage or (more rarely) during a time trial.

  • MT Dave Wednesday, 22 June 2011, 3:23 am

    Dancing on the pedals, lighting the blue touch paper, turning himself inside out….

  • Andy Logan Wednesday, 22 June 2011, 6:31 am

    re the Drinking games, if your watching British Eurosport you can have drinking games whenever they use the terminology “turning himself inside out” or “pedalling squares” thats a eurosport favorite.

  • diamondjim Wednesday, 22 June 2011, 7:37 am


  • diamondjim Wednesday, 22 June 2011, 7:37 am

    ..any mention of a chateau…

  • DrewB Wednesday, 22 June 2011, 9:13 am

    “Time for the heads of state to put their mark on this race.”

  • Tom Parr Wednesday, 22 June 2011, 12:00 pm

    Another one from British Eurosport: “Der Beeeg Favorites”

  • van Loenen Wednesday, 22 June 2011, 12:11 pm

    @DrewB – Ahh when I hear that, I know its Tour time.

  • Tom Wednesday, 22 June 2011, 12:42 pm

    If you’d do a shot every time a decoration in a farmfield is shown on tv you would be facing acute Ricco-esque kidney failiure by the end of stage 3. 🙂

  • C Grade Cyclist Wednesday, 22 June 2011, 1:55 pm

    Saw my first TdF tv ad tonight (for the SBS coverage in Australia). I was bouncing around the lounge room with excitement, while my wife and kids just looked at me with a confused look…

    “It’s just an ad, honey”… *lol* Oh, if only they knew… 😉

  • bumpby Wednesday, 22 June 2011, 2:55 pm

    “Tapping out a rhythm” , any reference to Cadel’s “Big Heart ®” and describing stages as “lumpy”

  • Shirley Wednesday, 22 June 2011, 6:23 pm

    “…well, no Phil, that’s actually not (Rider A) but I think its (Rider B)…”

  • regsf Wednesday, 22 June 2011, 8:40 pm

    Thank gawd the Eurosport ad didn’t use the clown from Texas with the football helmet and the steer horns.

  • bikecellar Wednesday, 22 June 2011, 10:22 pm

    “dirty tree seconds”. Sorry Sean, as a Geordie I shouldn’t be mickey taking accents:)

  • MT Dave Wednesday, 22 June 2011, 11:02 pm

    I believe he has retired after a less than successful comeback attempt.

  • C Grade Cyclist Thursday, 23 June 2011, 3:36 am

    …The ‘Heads of State’ (*glug-glug-glug*) are reaching into their ‘suitcase of courage’ (*glug-glug-glug*)….

  • PT Thursday, 23 June 2011, 5:01 am

    Engine room to bridge; no more power available
    The little prince
    Taking command of the peleton
    Thanks boys, we’ll take it from here.. (as one of many teams moves to the front during a transition into the mountains…)
    Dancing on the pedals….
    (insert cheese/wine/bread…) is the specialty of the region and they’ve been making it in that shed over there for 3000 years. The same family. Magnificent…..