Would you like a pair of balls with that bicycle?
When the namesake of your company is famously nicknamed "The Cannibal", your advertising better back it up. In a new campaign titled "We're All Cannibals", pro tour racer Tom Boonen gets bloody, and I am digging it. Finally, a bike company whose nuts haven't shriveled and withered away from hours in the saddle.
However, some people feel differently... like Eddy "The Cannibal" Merckx himself:
"I find this too aggressive - way too dramatic. I was even shocked when I saw the advertising campaign. This is simply too provocative for me - I guess I can no longer follow...I've grown too old for this kind of stuff. Also, I couldn't raise objections or anything; after all my company was sold, so..."
If you're digging it too you can download the poster above, or grab it here. Hopefully we'll see more of this campaign.
