Another Alberto Contador and Sidi advert

Cycling Shoes advert on Eurosport

Actually its a bit unfair to single out the Contador advert, but what is the inspiration behind it ? A white-suit clad James Bond style cyclist coming towards the camera and the voice-over saying "Sidi Cycling Shoes". Is the idea that if they say it enough, we'll buy some ? Is there some subliminal advertising going on that we're not aware of ?

Or is it trendy minimalism ?

They could at least get that dramatic film preview gravelly voiced bloke that used to say "Jean Claude Van Damme has Nowhere to Run".

Or is it that the advert itself gets us all talking about Sidi (oh drat we just fell for it!).