• by Fern Siegel , June 27, 2023

A new campaign from Science in Sport (SiS) celebrates the “beautiful pain” of a Tour de France race, which begins July 1 in Bilbao, Spain, this year.

Developed in partnership with M&C Saatchi London, “The Tour” is the first work by the agency since becoming the brand's UK strategic and creative agency.

The shop’s work focuses on the emotional aspect of Tour de France cyclists while driving brand awareness for SiS’ nutritional products for elite athletes.  

The Tour de France is known as a grueling test of athletic endurance.

A series of executions shows just how punishing and challenging the Tour de France is on a racer’s body and mind. From dangerously high temperatures to the mental strain riders endure for hours on end, the campaign acknowledges the pain and euphoria experienced of participants. 

The ads feature black-and-white photography. Some position the rider as small in relation to the larger landscape. Others show the pain in their faces.

“The Tour” campaign is running across press, out-of-home and social channels. It is also activated through events and partnerships.

EssenceMediacom handles media planning and buying.

Matt Lee, executive creative director, M&C Saatchi London, said SiS understands “what the riders go through, in the world’s toughest race. We’re delighted with this campaign, that highlights the pain, suffering and sheer physical effort that the Tour de France demands. And we’re even happier that we’ll never find out how that feels.”