BMX 2001

Specialized

Specialized had been playing catch-up in this increasingly competitive market and wanted a campaign that would make readers stop and interact with the ads. This campaign showcased well-known athletes in dirt jumping and street/vert BMX
in an unusual format: the reader first sees an ad with no bike, then when the ad is held up to the light, the rider appears - jumping through the air.

The ads did grab attention, Specialized reported sales increases of 25% in a category that had been flat for several years.