Giro / Tour de France 2004

/ Giro / Tour de France 2004

Giro makes the very best, most baddest-ass cycling helmets in the world. In 2004, they wanted to run a TV spot during the Tour de France on an extremely tight budget. They’d never run TV before, but apparently one of their sponsored athletes was contending for a fairly significant podium stand in Paris. Tonight (July 9, 2012) Giro posted it on their Facebook page along with a very kind, nostalgic nod. Very proud to be a part of this brand’s history (and proud to be a Giro Atmos wearer, too).

truth / Radio

/ truth / Radio


Winner: One Show Gold 2005
Radio Mercury Awards Finalis

Winner: One Show Silver 2005
Radio Mercury Awards $5,000 Winner

Miller Lite / GHT Television

/ Miller Lite / GHT Television

Miller Lite / GHT Radio

/ Miller Lite / GHT Radio


Volkswagen / Certified Pre-Loved Radio

/ Volkswagen / Certified Pre-Loved Radio

PreLoved Cropped

Research shows that Volkswagen drivers take extraordinarily good care of their cars. So when they finally turn in those pristine cream puffs, they’re better than pre-owned – they’re Pre-Loved.

As part of a campaign introducing the Volkswagen Certified Pre-Loved program, we tracked down the actual original owners of some Pre-Loved VW’s and made some phone calls.


/ Shimano

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Lance is in the details.
Copy: Lance Armstrong is a man who understands there’s power in precision. This is an athlete who measures the height of his seat to the millimeter, his meals to the milligram, and his energy output to the milliwatt. So it’s easy to see why he’d choose to ride Shimano front-shifting technology. Just look at the teeth on one of our large chainrings. If you’ve never examined them up close, you might be surprised by how different each tooth is from all the rest. That’s because, depending on it’s position on the chainring, each tooth plays a unique role in the shifting process. So when we design our chainring, we individually shape each tooth to optimize that role. Fifty-three unique teeth, each specifically designed to work with one another, with our patented shifting pins, with the natural fluctuations of the rider’s power output – fifty-three teeth working together for a common glory. When we started engineering our chainring with this advanced tooth profile, nothing else like it existed. Of course, since then, many have tried to imitate it. But nobody’s come close. Because anyone can copy the shape of a tooth on a chainring – indeed, anyone can copy the shapes of all fifty-three – But unless you understand why – unless you understand how it all works within the system, it will never be anything more than a copy. After all, plenty of other cyclists measure the weight of their meals to the milligram these days. But there’s still only one Lance.

The Proper Breakfast “Trousers”

/ The Proper Breakfast “Trousers”

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The Proper Breakfast “Handshake”

/ The Proper Breakfast “Handshake”

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truth / The Infect Campaign 2006

/ truth / The Infect Campaign 2006



In 2001, well before Web 2.0 or Social Media – back before “viral” was a marketing buzzword – the truth brand embarked on a campaign we called, “Infect.”

The idea: Tobacco companies have billions of dollars to spread their message, but we’ve got each other. The objective: Give young people information about Big Tobacco and the deadly, addictive products they sell. Then empower those young people to take that information out into the world and spread it.

The “Infect” model became a sort of touchstone for the truth brand – establishing a set of guiding principles to which those of us who worked on truth have held ourselves ever since. At its best, truth is still about young people, out in public places, spreading information about Big Tobacco in simple, creative ways.

In 2006, truth touched the stone once again with a second round of the Infect campaign.


/ Shimano

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You don’t go straight to the top. You have to turn.
Copy: When was the last time you saw a bike race without any turns? Probably never, right? Well, that’s a problem for most wheels. See, most wheels use radial-load bearings. The ball of a radial-load bearing sits sandwiched between the two flat surfaces of the bearing rings, creating two contact points along a single plane. Which is fine. If you only ride in a straight line. At Shimano, we only use angular contact bearings. The rings of an angular contact bearing are designed to cradle the ball. They account for radial loading, but they also support lateral loading as it’s forced back an forth. And that greatly improves wheel performance and strength in real-world riding conditions. Like, for example, when you’re dancing on your pedals through the Pyrénées. Maybe that’s why more 2005 Tour de France stage winners rode our wheels than any others. Angular contact isn’t the newest bearing technology. And it’s not a proprietary technology. But it’s superior. That’s why we use it in all our wheels, from Dura-Ace on down. After all, it’s a long, twisty road to the top. And we want to ride it with you all the way.