LoveLove Films are delighted to have produced Cycling UK’s latest TV advert.

Bike Week is an annual opportunity to get out and enjoy yourselves cycling. Run by the world’s oldest transport organisation and membership charity, Cycling UK, Bike Week promotes the fun and freedom to be found in the saddle, and shows how cycling can easily become a part of everyday life – by encouraging ‘everyday cycling for everyone’.

With the 2017 event taking place 10-18^th June, Bike Week is set to bring over half a million people together to join in events right across the UK. With family-friendly off-road rides, free Bike Checks and 20% off cycle servicing in Halfords stores, longer distance challenge rides, and even naked bike rides, Bike Week really does have something for everyone!

Cycling UK commissioned production company LoveLove Films to create a fun and entertaining advert to accompany the fun people are about to have when they take part in Britain’s biggest excuse for a cycling party, that would inspire people to give cycling a go.

Georgina Hurcombe MD of LoveLove Films states:

Lovelove Films really wanted to win the Cycling UK, Bike Week pitch as the Lovelove team are all very passionate about cycling and the great outdoors so we were delighted when we were commissioned. The project itself had a very fast turnaround of 4 weeks concept to completion, which is very quick for an advert and meant  we had to hit the floor running! The LoveLove films team were really grateful to the cycling community that came out and supported the advert and got involved in production”

The advert, which is a combination of live-action footage and 2D animation, needed the help of a community of cyclists throughout, to bring the advert to life. With this in mind, LoveLove Films put up a casting call on their social media page, which reached over 61,000 people organically! LoveLove Films received over 400 applications from cyclists within just three days! All who wanted to take part in the advert, to support this great cause and express their love of cycling on screen.

The selected participants were invited to the shoot, which was in a green screen studio, where a bike rig was specially designed and set up so that the bikes could remain stationary whilst both wheels spun. The group of participants, who ranged from children to the elderly and people with disabilities, thoroughly enjoyed their time being filmed in front of camera in the green screen studio. Within the participants, there were road riders, mountain bikers and cruiser cyclists! Hanif Jetha Dorset based cyclist enthusiast who appears in the commercial comments:

“My experience today on set has been really cracking I’ve really enjoyed it. I did lots of very different things, jumped on a bike, cycled, and pretended to go up a hill, It was really entertaining! Getting involved in projects like this is really important because it’s about community, and about bringing lots of people into it, the more people you bring into a community the different flavours and tapestries that weave into it and thats fantastic!”

Hanif Jetha

David Murray, Cycling UK’s Head of Communications and Campaigns, said of the project “Over five million Brits already love cycling, to the point where they’re out doing it three times a more a week. But Cycling UK’s love of cycling is bigger than five million people enjoying the ride – we want everyone in the UK to rekindle their love of cycling, or fall in love with it for the very first time – and there’s no better time than Bike Week.

“LoveLove Film looked to be the best fit team for this advert campaign. The whole company really embraced the spirit of Bike Week even before they hit send on their pitch. The LoveLove team are such a fantastic bunch of committed creative folks, that this passion for creativity and for cycling has really shone through in our Bike Week advert.”

The resulting animated and live action advert aims to demonstrate the fun, social, health and environmental benefits of cycling. The unique, appealing visuals and the inspiring, upbeat poem written by LoveLove Films combine to tell the cycling lifestyle in a nostalgic way that will hopefully inspire adults and youngsters alike!

For information on how you can get involved in Bike week: http://bikeweek.org.uk