It's All About The Bike!

Friday, 29 February 2008
It’s all about the bike! 
Bennetts unveils new TV idents for 2008
Bennetts, the nation’s favourite bike insurance provider, has unveiled a series of stylish TV idents to coincide with the launch of the new TV biking season. The new idents, produced by newly appointed creative company VCCP Blue, reveal a bold new look and feel for Bennetts.

Taking inspiration from the company’s new strap line, ‘It’s all about the bike’, there are four different versions of the idents - colourfully named Rodeo, Beast, Meat and Beware. Each one plays on the power and the thrill of biking, featuring a Ducati 1098s, one of the most powerful machines on the market. Some of the scenes include seeing the bike start to “breathe” as it sits trussed up by two mechanics and “lurch” forward aggressively towards the camera, as if a wild animal shackled away in an abandoned yard.

Directed by Richard Anthony, whose CV includes videos for Roots Manuva, The Cure, Rimmel and Haagan Dazs amongst others, the idents were filmed using a team of 40 people. Each ident also contains the key feature of a vertical white road line – now being used across all Bennetts’ communications to build a strong visual identity for the brand.

Mark Fells, Marketing Director for Bennetts says, “We’re delighted with the final product – the idents perfectly show the passion behind the Bennetts brand – It’s all about the bike!”

The idents are to be featured around biking programmes on ITV 4, Eurosport, Men and Motors and Motors TV from the end of February, throughout the 2008 biking season.

posted by Bennetts @ 09:00

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*In February 2015, a survey of 456 bikers by independent research company, Ipsos MORI, found Bennetts cover to be one of the most recommended by riders.

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