New folding helmet brand Newlane enlists renowned ad creative for TV le Tour campaign
UK folding helmet company Newlane has enlisted renowned advertising creative Tony Davidson to direct a campaign running alongside the Tour de France coverage.
The ‘Plenty of Space’ advert launched on ITV during the first week of its coverage of le Tour de France.
Davidson has worked on iconic ad campaigns such as Levi’s Flat Eric, Nike’s Run London and Nothing Beats a Londoner, Honda’s Power of Dreams, and Lurpak’s Good Food Deserves.
Now working with challenger agency Light and Fast, Davidson was drawn to the opportunity to creatively elevate the safety and convenience-orientated brand, pitched at city cyclists. Inspired by Stanley Kubrick’s 2001: A Space Odyssey, ‘Plenty of Space’ launches the Newlane helmet into orbit, where it performs an elegant dance before folding flat and sliding seamlessly into a backpack.
The film “delivers a compelling metaphor for space-saving design with cinematic flair”. Davidson, now Light and Fast Executive Creative Guide, said: “The best ideas, like this one are simple. Where better to base a space saving product demonstration, than in Space. Working really closely with Newlane has been brilliant – we have been able to guide the creative craft while removing some other processes that often get in the way.”
Newlane’s folding helmet is designed for city cyclists who want to stay safe without the hassle of carrying around a bulky, traditional helmet. With a design that folds flat in seconds, it’s ideal for modern commuters and reflects the innovation reshaping personal transport.
Newlane Co-Founder, Josh Cohen, added: “Our business has been built on doing things differently – I mean who knew a helmet could fold! So who better than a disruptor like Tony to create our ad? It’s guaranteed to grab people’s attention and raise our profile with an audience who are already committed to getting around on two-wheels.”
Newlane has a growing store network in the UK.
