Endurance nutrition brand, Science in Sport (SiS), has unveiled a multichannel campaign which celebrates the ‘beautiful pain’ of competing in the Tour de France. ‘The Tour’, developed in partnership with M&C Saatchi London, is the first activity to launch since SiS selected the shop as its lead UK strategic and creative agency following a competitive pitch. The campaign is running across social, out of home and press, alongside events and partnerships. Media planning and buying is by Mediacom.

M&C Saatchi London has partnered with SiS to develop a new creative platform which captures its rich heritage of working with the worlds best endurance athletes, to engage with a broader range of endurance participants on an emotional level and drive brand awareness, consideration and sales of SiS products.

The Tour de France is widely acknowledged as the most gruelling test of the world’s best endurance athletes. This new campaign is an appreciation of the ‘beautiful pain’ that competing in the Tour inevitably brings about and the incredible mental and physical strength that the cyclists exhibit, supported by the robust science-based approach of SiS products.

A series of executions shows just how punishing and challenging the Tour de France is for participants, reflecting the race’s impact on body and mind. From dangerously high temperatures to the mental strain riders endure for hours on end, the campaign brings to life the mixed reality of pain and euphoria experienced by those who take part. 

The ads feature black and white photography to reflect the sentiment of the various headlines and to enable SiS’s products to stand out. In some of the images, the rider is small to show the power of the landscape they’re battling against, while others zoom in on participants to show the pain in their contorted faces.

“This impactful campaign, brought to life by M&C Saatchi, showcases Science in Sport’s deep understanding of the brutality of participating in the Tour de France,” said Science in Sport CEO, Stephen Moon. “It highlights our dedication to developing scientifically superior products for elite athletes such as the Ineos Grenadiers. And importantly, it emphasises that these products are available to all, empowering everyone participating in endurance sports.”