We normally hate promo vids but you have to watch this
Self-deprecating Specialized Stumpjumper edit raises the bar
Published:
This is an article about an advertising video. We’re not being paid to run this. In fact, by running this, BikeRadar is totally playing into the hands of Specialized’s marketing team. You got us, folks.
- New Specialized Stumpjumper: range overview, design notes and details
- Specialized S-Works Stumpjumper 29 long-travel first ride review
- Stumpjumper vs Stumpjumper EVO — the differences explained
The thing is, it’s quite rare to watch an ad for a new bike and see something genuinely original and entertaining. When that happens, we think it’s worth pointing out.
Most new bikes launch in a flurry of slow-mo, awful music, questionable data points and lashings of roost. This has all that and more, but it’s delivered with exactly the right amount of self-deprecation — something big brands like Specialized usually fail at, badly.
Take three minutes and 48 seconds to watch this, you won’t be sorry.
And then go read our Jack’s overview of the new Stumpjumper, his first ride review of the S-Works long travel 29er model and his piece comparing the standard and EVO versions of the bike.
Authors
Matthew Loveridge (formerly Allen) is BikeRadar's former senior writer, an experienced mechanic, and an expert on bike tech who appreciates practical, beautifully-engineered things. Originally a roadie, he likes bikes and kit of every type, including gravel bikes and mountain bikes, and he's tested a huge variety of all three over the years for BikeRadar, Cycling Plus, Cyclist.co.uk and others. He looks like he should be better at cycling than he actually is, and he's ok with that.
