Bontrager's ads Got the Upgrade from Planet Propaganda

Planet Propaganda expands upon the success of its "Upgrade" advertising campaign for Bontrager.

The 2008 campaign maintains the tightly focused, highly saturated, fashion-quality photos of Bontrager's wheels and components.

Slightly shifting the call to action, the new ads transition from a rally cry, "Upgrade," to a point of proof, "Got the Upgrade," while carrying through implication that if you don't have Bontrager; you may be at a disadvantage.

Launched this May, Bontrager's 2008 advertising campaign continues "to play on the fears and aspirations of serious cyclists by combining drool-worthy product imagery with athletes that have tested and chosen Bontrager on their own bikes," says Planet Propaganda's associate creative director, Dave Taylor.

Tour de France and Giro d'Italia winner Alberto Contador, American National champion Levi Leipheimer, 2000 Olympic Games medalist Andreas Klöden, and four-time Redlands Bicycle Classic Overall champion Chris Horner are among the recognizable names and faces appealing to Bontrager's core cycling and racing audience and corresponding magazines.

In addition, relevant product-athlete combinations from the 2008 campaign will appear in publications reaching mountain bikers and triathletes.