Alpecin TV ad­vert

Bikes Etc - - AWARDS 2017 -

It used to be re­ceived wis­dom that Ger­mans weren’t funny, but in the world of pro cy­cling the likes of Jens Voigt (catch­phrase ‘Shut Up Legs!) has helped to dis­pel this creaki­est of old stereo­types. To fur­ther prove the point, Teu­tonic hair­care prod­uct Alpecin got in on the act this year with a TV ad that had us chuck­ling at its sheer silli­ness. It fea­tures Alpecin’s top boss Ed­uard R. Dör­ren­berg clam­ber­ing aboard the Team Ka­tusha Alpecin tour bus to give the rid­ers a pre-race mo­ti­va­tional speech. ‘Out there mil­lions are wait­ing for you,’ he yells rous­ingly. ‘They want to see you fight, they want to see you ex­plode! But more im­por­tant than that. You’ve got to fight for your hair!’ It ends with the rid­ers whoop­ing and high-fiv­ing one an­other like a board­room full of Yank mid­dle man­agers. See it on youtube, it’s sehr lustig as they say in Ger­many.

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