Thursday 29 April 2010

And on the seventh day...






News reaches me that Evans has become an official distributor for Sabbath, the Cheshire-based maker of really rather tasty (and surprisingly affordable) titanium road bikes.


Always good to see a big chain supporting one of our many, excellent home-grown bike brands. Looking forward to seeing them in the flesh/metal - apparently they'll be available from the new flagship store in Mortimer Street (London W1), Waterloo/The Cut (London SE1), Deansgate (Manchester) and Xscape (Castleford) to start with.


Jury still seems to be out on the virtues of titanium as a frame material. A beautiful element, no doubt, but the promises of combining steel's comfort with carbon's stiffness is a difficult message. One man's perfect compromise being another man's, well, compromise. The old grumblies have a point - if titanium is so perfect, how come the pro teams are still riding carbon? - but the positive messaging seems to be winning through, if the number of Litespeeds, Moots and Sevens spotted on recent sportives is anything to go by.


Be that as it may, all the best to both Evans and Sabbath on what I hope will be a successful experiment.


More details @SabbathBicycles and http://www.sabbathbicycles.co.uk/

Pop goes the Rapha




Pop-up shops are all the rage right now, aren't they? Not only are they flavour of the month in brand marketing circles, but what better way to take advantage of all the prime retail space available in these troubled economic times? Win-win situation, right there.


Given the relentless nature of Rapha's marketing machine, I guess it was inevitable they'd jump on the pop-up bandwagon (broomwagon?) eventually. So it was with no great surprise that I stumbled on this earlier - the 'Rapha Cycle Club', coming soon to a vacant retail unit near you, or Clerkenwell Road at least: http://www.rapha.cc/cycle-club/


How gorgeous is that Citroen van graphic? Just beautiful.


The proximity to Condor can't be a coincidence but I particularly like the fact this pop-up will include a cafe - I've always thought that London has lacked a real social mecca for its cycling community, an Ace Cafe eqivalent, somewhere to congregate for that essential pre-training espresso and a bit of bike porn (not to be confused with Vicky Pendleton).


Rapha has a tendency to polarise the grass-roots cycling community - they bring on themselves many of those accusations of elitism, to be fair - but I wish them well with this venture, which will surely be a success.


Will be interesting to see whether any rivals now, erm, pop up. Condor making bespoke frames on Savile Row? Colnago pop-up inside the Ferrari dealership? Dolan track bikes at Herne Hill velodrome? I could go on...

Tuesday 27 April 2010

Has John Lewis just saved TV advertising?



Quick question to all those self-important PR types (guilty as charged) who have long forecasted the demise of advertising: when's the last time a press release made your spine tingle?
Unless you've been living in a cave for the past few days, the media coverage around John Lewis' much-heralded new TV ad campaign can't have passed you by. With a reputed budget of £6m, it represents arguably the most high-profile marcomms effort to date from the darling of Middle England.

Kudos to the ad agency, Adam & Eve - it's a classy piece of work. Unreservedly sentimental, unashamedly restrained, unabashedly middle-class - bang in line with JL's brand values, in other words. Perhaps featuring on that recent (and also very good) behind-the-scenes BBC documentary helped them secure the brief?


Back to the ad itself, which follows a woman's life circle from cradle to grave - not literally, of course, as JL currently lacks a Co-op-style undertaker department - and uses a lovely cover of Billy Joel's She's Always a Woman, courtesy of Fyffe Dangerfield, he of Guillemots fame. As the camera pans, so landmarks in the woman's (very SW London) life are played out in a series of corresponding montages.


Significantly, this is a pure brand play - at no point are specific products mentioned. Important, this, as I believe it's the one remaining area of the marketing mix where TV advertising can still deliver real bang for the buck. I don't want to watch tone-deaf morons pitching cheap bank loans (sorry, Halifax), nor (God forbid) more bloody gorillas or meerkats, but have absolutely no complaint about the likes of Guinness, VW, etc.
I also like the unexpected nature of this coup. I don't think anyone ever thought of John Lewis as a cutting-edge player in content creation, so to see a venerable old brand come out with something this effective feels a bit like finding out your grandma can body-pop.


There's a link to the ad and more detailed analysis here, courtesy of The Guardian - even this most trendy-cynical of UK broadsheets can't resist a lump in its throat. Even if the comments page is filled with the customary bile - I blame middle-class guilt: -



That said, John Lewis is hardly endearing itself to working-class shoppers in these cash-strapped times. Sure Asda and Tesco won't be losing sleep - less sure about M&S. Nor is this one for the hardened feminists - at no point is it implied that this lucky lady has anything approaching a career.


Be that as it may - it remains a lovely ad. I'd like to think Adam & Eve are planning a follow-up ad about a bloke in a tower block in Dudley. Somehow I doubt it, though. Cue the viral spoofs.
Right, enough blathering - I'm off down Harvey Nicks...

Friday 23 April 2010

An open and Shutt case?


I've been lamentably slow to the party here but wanted to put a shout out for a cool little company called Shutt Velo Rapide (http://www.shuttvr.com/).

They're a small, British start-up that creates stylish, retro-chic cycle clothing for a fraction of the price of certain other brands (yes, those ones).

My mate, erstwhile line manager and all-round cycling nut Pinny mentioned them the other night, hence my curiosity. Apparently the stuff looks as good in the flesh as it does on their website. And as one of the increasingly-ambitious Veloistes Gentils (http://lesveloistesgentils.wordpress.com/) he knows his oignons when it comes to bib shorts and the like.

Particularly impressed by Shutt's efforts to source as much of their clothing as possible from British suppliers - a factor that's important to me for a whole host of reasons, none of them remotely connected with the BNP. Think more about product miles, local skills, support for SMEs etc.
Basically sounds like Shutt is trying to do for cycle gear what my fave clothing label Albam is doing for menswear. Simple, well-crafted classics, with an emphasis on local sourcing, for a really good price. Don't get me wrong - I'm not saying the Rapha boys should be quaking in their boots just yet - but competition improves the species, right?
Cue a few sleepless nights in NW5?

Chapeau, messieurs!




The best-ever book about bikes?


So it will come as no surprise to those who know me that I'm rather keen on bicycles, to put it mildly. Done a few (sprint) triathlons, various sportives; currently training for this year's Etape Caledonia; feel probably a little bit too comfortable in skintight lycra; constantly working out how many bikes one small flat can accommodate - you know the sort of thing.

I can still recall the precise smell of the wrapping paper concealing that first Raleigh Budgie, a particularly lurid shade of 1980s metallic copper (the bike, not the wrapping, alas). Graduating via a blue and yellow Raleigh Burner BMX (yellow/blue) to an even more lurid Emmelle MTB (fluorescent orange and green). Inheriting my first 'proper' drop-handlebar bike from an uncle, a heavy old lump of pig iron by modern standards, way too big in the frame for a teenager, but it made me feel like Greg LeMond. I can't even remember the brand but it was red and had a luggage rack, if that helps?

There's something about cycling that feels forever young, evokes powerful childhood memories of that sense of adventure from setting out alone, back when kids could still do that sort of thing safely. That heady whiff of independence, more so even than the day I passed my driving test. Much as I love cars (disclaimer: guilty secret, yes I work in sustainability), there's something Zen-like about the silence, the efficiency of bicycles, a feeling that all is right with the world, for a few precious minutes at least. However steep the hill, however long the route, every ride contains at least one moment of pure, blissful calm, a state of grace. Something I don't feel that often in this rush of days, making it all the more special.

Like life itself, cycling can be a cruel mistress - quite probably, behind all the marketing slogans and failed drug tests, road racing remains the toughest sport on the planet. Often a headwind, occasionally a blessed tailwind; grinding up hills that never seem to end, always with the faint glimmer of hope for a glorious, freewheeling descent the other side. A kind of raw, elemental beauty in masochism - broad, sunlit uplands the occasional reward for brutal hard graft and gallons of sweat. There are lessons in life to be had in the saddle, which may be scant consolation when you're toiling into work in the rain, playing Russian roulette with bendy-buses on your knackered old Brompton, but there we are.

I'll stop before I disappear up my cod-philosophical tailpipe completely, but it's this Zen-like feeling that for me makes Tim Krabbe's 1978 novel, The Rider, such a beautiful read. Even for those with not the slightest whiff of interest in bikes, there's a magical quality to Krabbe's book, a metronomic fascination akin to that famous Guinness surfing advert. Tick follows tock, follows tick, follows tock. Crank follows crank, mile follows mile, in almost hypnotic fashion. The premise is actually simple - Krabbe puts the reader inside the mind of a serious amateur rouleur competing in a mythically-tough, one-day race somewhere in SW France - but the overall effect is mesmerising.

Krabbe's novel is lionised by the cognoscenti, thanks in no small part to the retro-marketing muscle of brands like Rapha and Condor, but it remains criminally unrecognised outside the narrow confines of the cycling world. I can't recommend the book highly-enough - it's rare that someone with my attention span... sorry, got sidetracked there... it's rare that someone with my attention span reads a book in one sitting.

Here's a particularly celebrated example of Krabbe's purple prose - a quote that will be familiar to Rapha customers, but which captures the magic of the book, and indeed the sport itself: -

"The greater the suffering, the greater the pleasure. That is nature's payback to riders for the homage they pay her by suffering. Velvet pillows, safari parks, sunglasses; people have become wooly mice. They still have bodies that can walk for five days and four nights through a desert of snow, without food, but they accept praise for having taken a one-hour bicycle ride. 'Good for you'. Instead of expressing their gratitude for the rain by getting wet, people walk around with umbrellas. Nature is an old lady with few friends these days, and those who wish to make use of her charms, she rewards passionately."

Krabbe is not a famous writer, not outside his native Holland at least (although he did also write The Vanishing and his brother is the actor Jeroen Krabbe, trivia fans), but like many an aspiring racer, for one fleeting moment at least, he achieved Zen-like perfection.

Wednesday 21 April 2010

Apres moi, le deluge?

Welcome. After literally minutes of prevarication, I've decided to relaunch my blogging career. What you will see here are the rather ham-fisted results.

Why would I want to do this? It's a valid point. Let's face it - who has the time to read blogs any more? Surely it's all about Twitter and Posterous and Foursquare and geotagging and augmented reality and semantic web and...

... And that's kind of the problem. If you want my opinion, in this relentless rush of days, it's still nice to have somewhere to store one's thoughts in sentences of more than 140 characters. Hence I've resolved to start blogging properly, years after it was trendy to do so. Better to be late to the party than not at all, right? If other people want to read my ramblings, that's lovely, but I'm not hugely bothered either way. Blogging, after all, is essentially a self-indulgent activity.

Here you'll find musings on all sorts of topics, from my day job as a corporate sustainability consultant for Freud Communications, to a whole host of other subjects that make me tick: food, wine, bicycles, cameras, design, books, philosophy, cinema, music, favourite quotes and, yes, the planet. The blog title is supposed to be a nod to the duality of life as a marketeer and self-styled bon viveur, with a nod to Withnail of course, but like a lot of my thoughts it probably works better as a private joke.

I can't promise I'll write every single day ('apologies for my recent silence' being by far the most common plea in the blogosphere) and some posts may be pithy even by Twitter standards, but I hope what I do say occasionally piques your interest and, you know, maybe we can actually do something really old-fashioned and converse occasionally. Maybe even meet up for a pint in a real life pub. Now that, my friends, is the type of augmented reality we can all buy into.