What probably hasn’t been done yet? Somebody at Spy (the eyewear company) woke up and asked this question one day.
“A road bike probably has not been flipped on a dirt track yet” somebody else likely replied.
Perfect, lets do that. This is at least how I envision the conception of this commercial. I personally like the idea of taking a stuffy and conformist sport like cycling and mixing in some rebel dirt BMX riding. Then there is Spy’s version of how the comercial came to be.
“The idea was born of this: Matthew Busche—Spy athlete and 2011 U.S. National Road Race Champion—trains a lot. To be the best requires tremendous focus and hard work—which equates to pain. To get through it, Busche says his mind drifts in and out of daydreams. Told through the prism of Busche’s daydream, viewers journey with him as he imagines himself hitting the alluring trails of California’s coastal mountain ranges and doing some crazy stuff on a bike strictly built for pavement. SPY asked its mountain bike freestyle rider Mike Montgomery (Teams Specialized and Monster Energy) to stunt double for Busche’s wildest fantasies of doing things on his road bike that no one else has done before. That is, until Montgomery did them for him.” – spyoptic