Analysis: The new Trek commercial

In case you didn’t know, I love the Tour de France (the first five stages this year were in Bretagne, my favorite part of France, so it was an extra treat).  Unfortunately, viewing it in the states means being forced through the same five commercials from the sponsors for 21 days.  Well, this year I was pleasantly surprised and pleased by the effectiveness of the above Trek commercial.

Mechanisms

1. Repetition – Using the phrase “We Believe” throughout the commercial solidifies the phrase in the listener’s mind
2. Emotional connection – The commercial uses a series of positive and powerful emotions to connect with the listener, such as charity work, relationships with your children, winning, agelessness…. they’ve done a pretty solid job of hitting emotions of a wide-range of potential consumers.
3. Link to bikes – After establishing the emotional connection with the listeners, Trek links them directly to their bikes, highlighting that their bikes deliver those emotions to consumers, and that Trek itself “believes” in and supports those emotions.  In fact, Trek helps consumers achieve those emotions (according to them).

Yes, these are basic marketing techniques, but honestly, you don’t see it done well very often.  Somehow companies mess it up on a regular basis.  But Trek did well.

The fact they also have a cyclist-turned-celebrity as the announcer doesn’t hurt either

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