Science in Sport: Tour de France

Science in Sport (SiS) celebrates the ‘Beautiful Pain’ of competing in the Tour de France in our debut campaign. 

    We have partnered with SiS to develop a new creative platform which captures its rich heritage of working with the world's best endurance athletes, to engage with a broader range of endurance participants on an emotional level and drive brand awareness, consideration and sales of SiS products.

    The Tour de France is widely acknowledged as the most gruelling test of the world’s best endurance athletes. This new campaign is an appreciation of the ‘beautiful pain’ that competing in the Tour inevitably brings about and the incredible mental and physical strength that the cyclists exhibit, supported by the robust science-based approach of SiS products.


    A series of executions show just how punishing and challenging the Tour de France is for participants, reflecting the race’s impact on body and mind. From dangerously high temperatures to the mental strain riders endure for hours on end, the campaign brings to life the mixed reality of pain and euphoria experienced by those who take part. 

    The ads feature black and white photography to reflect the sentiment of the various headlines and to enable SiS’ vibrant products to stand out. In some of the images the rider is small to show the power of the landscape they’re battling against, while others zoom in on participants to show the pain in their contorted faces.

    The new campaign is running across press, out-of-home and social channels, as well as being activated through events and partnerships. Media planning and buying is by Mediacom.

    Science in Sport has unrivalled access to elite athletes combined with the most credible and advanced science. Trusted by 320 elite teams and institutions globally (including INEOS Grenadiers, Elite Running Team and Tottenham Hotspur), SiS fuelled 74 medal wins at the 2020 Olympics alone.




    Stephen Moon, CEO, Science in Sport, said “This impactful campaign, brought to life by M&C Saatchi, showcases Science in Sport’s deep understanding of the brutality of participating in the Tour de France. It highlights our dedication to developing scientifically superior products for elite athletes such as the INEOS Grenadiers. And importantly, it emphasises that these products are available to all, empowering everyone participating in endurance sports.”


    Matt Lee, Executive Creative Director, M&C Saatchi London, added: “Science in Sport are the leaders in sports nutrition, and the chosen brand of the world’s greatest cyclists. They understand 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.”

    See more work by M&C Saatchi London here.