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.
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.
Matthew Loveridge (formerly Allen) is 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 stripe, and he's tested a huge variety of both over the years for BikeRadar, Cycling Plus and others. For a long time Matthew's heart belonged to the Scott Addict, but he's currently enjoying Specialized's sublime Roubaix Expert and having a torrid affair with a Giant Trance e-MTB. At 174cm tall and 53kg, he looks like he should be better at cycling than he actually is, and he's ok with that.