Nike celebrates Armstrong by renaming France as Lance

by Staff,, Brand Republic 02-Feb-05, 08:55

MELBOURNE - Nike is celebrating the achievements of six-time Tour de France winner Lance Armstrong with a new ad showing a map of Europe -- except that France has been renamed Lance.

The campaign has been created by Melbourne advertising agency Publicis Mojo, and will appear in cycling press and on posters.

Cheekily entitled "conqueror", the spot shows a traditional map of Europe, which was created by a cartographer called Ray Smith from Philips Maps. But where the word "France" would usually appear, it says "Lance", and the country is shown in yellow -- a nod to the yellow jersey worn by winners of the Tour de France.

Paul Bootlis, copywriter on the campaign, said: "The strategy by the campaign called for a simple and powerful way to demonstrate how one person, in this case Lance Armstrong, can leave an indelible and enduring mark on not only their sport, but the world."

Bootlis created the campaign along with art director Tim Forte.

Nike is a backer of the Livestrong yellow wristband campaign set up by the Lance Armstrong Foundation, which provides information and support for young cancer survivors and their families.

Armstrong's feat at winning six Tours de France is made all the more dramatic by the fact that three years before winning his first tour, he was diagnosed with cancer. This year's race takes place in July.

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