• June 18, 2008

Versus, the cable TV home of the Tour de France, is celebrating clean competition with "Take Back the Tour"-a multimedia ad campaign created by New York City ad agency Concept Farm for the 2008 edition of the Tour de France.

The campaign was created to champion the riders who compete clean, while giving a platform and a voice to the passionate fan base that supports them.

The multimedia campaign includes three versions of multiple-length on-air spots, viral films featuring current riders, several print ads, as well as the campaign specific www.takebackthetour.com. The Web site is a call-to-action and includes exclusive video, an area for fans to post their views on the current state of cycling, commercial spots and print advertising, as well as information about TV coverage of the Tour.

--Tanya Irwin