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DfT - Never Too Good To Be A Better Rider

AMV BBDO has created a film for DfT which intends to get motorcyclists to sign up to further training by showing them that no-one – not even World Superbike Riders – are too good to be a better rider. World superbike rider and former champion Chaz Davies, and highly acclaimed comedian Alan Davies, complete advanced training alongside a lucky selection of eight regular bikers. The aim is to show them and the audience that everyone has something new to learn from training: even celebrities, professional riders and seasoned bikers with years of riding experience.


Advertiser: Department for Transport

Creative Agency

Creative Agency: AMV BBDO

Copywriter: Prabhu Wignarajah

Art Director: Jeremy Tribe

Planner: Tom White

Media Agency

Media Agency: Carat

Planner: Helen Barber

Production Company

Production Company: Mad Cow

Director: Richard De Aragues

Producer: Jonas Blanchard