What the Specialized Bicycles TV commercial - The Directive is about.

"The Directive" is a TV spot from Specialized Bicycles that aims to highlight the brand's commitment to innovation and quality. The advertisement takes the viewer on a journey through the mind of a Specialized engineer, who is avidly pursuing the perfect bicycle design.

The spot begins with a close-up of a sleek, futuristic bicycle wheel. The camera then zooms out to reveal a Specialized engineer, who is intently working on a computer. In the background, a voiceover explains that "at Specialized, we're never satisfied with good enough." The camera then cuts back to the engineer, who looks up with a steely determination in his eyes. He begins sketching and tinkering with the bike design, hoping to create something truly groundbreaking.

As the voiceover continues, describing the drive and passion of the brand, the camera follows the engineer on his journey. We see him testing the bike on a variety of terrains, from rocky mountains to busy city streets. At each step, he adjusts and perfects the design, relentlessly pursuing the ultimate bike.

The spot culminates in a breathtaking shot of the finished bike, as the engineer carefully polishes it. A message appears on screen: "The future of cycling. Made in California." The viewer is left with a sense of awe at the dedication and expertise that goes into every Specialized bike.

Overall, "The Directive" is a powerful advertisement that speaks to the passion and innovation of the Specialized brand. The stunning visuals and inspiring voiceover combine to create a compelling piece of television that will resonate with anyone who loves cycling.

Specialized Bicycles TV commercial - The Directive produced for Specialized Bicycles was first shown on television on May 31, 2021.