"You ever seen dirt shaped into works of art?" This is a killer ad. One of the best commercials of the year, which is why I'm featuring it. Technically it is a short film, but it's made to sell an item – a mountain bike – which also technically makes it an ad. But it's an awesome ad. The Perfect Lap is a promo film directed by Ian Schiller and Dustin Cook of the agency Sabertooth Pictures. It's made for the bike company Specialized to introduce a rad new mountain bike called the Stumpjumper Evo - the 2021 model. It is a special bike designed for fast trail rides and forest tracks specifically. The short's faux-narrative involves two mountain bike pros – Matty Miles & Matt Hunter – and their photographer each discussing their experience riding the "perfect lap" on a golden sunset ride one day, and how it was so perfect that one of them just disappeared forever.
- 10/26/2020
- by Alex Billington
- firstshowing.net
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