Peter Sagan Races Grandmother in Specialized Bike Ad

Peter Sagan is currently "sprinting to the front of the pack" at the Tour de France, but "his toughest race may have been the one he filmed for a commercial for bike brand Specialized in San Francisco," according to Kyle O'Brien of THE DRUM. The three-time world champion cyclist, who is sponsored by the company, is "seen in the spot lining up at the start of a hill climb in San Francisco against Grandma Joan," an 81-year-old woman on the third generation of the Specialized Turbo electric bike. It pits the cyclist "against what the company calls the world’s fastest electric bike." The two start up the hill, with Sagan "furiously pedaling while Joan casually takes the lead with a smile." Created in partnership with Goodby Silverstein & Partners, the campaign will "also appear on social media on the Specialized Instagram account." The campaign was created by the agency and produced by Specialized with the help of director Nicholas Maggio (THE DRUM, 7/16).