A resonant spot from Fallon London charts Bradley Wiggins’ literal mountainous ascent alongside his skyrocket to superstardom aided by sourced footage from triumphs and tragedies along the way.

In a new campaign from the Czech automotive company, aimed at “bolster[ing] its perception as a premium brand,” the analogy of premier car to top cyclist plays out through filmed and sourced footage of Bradley Wiggins, holder of the track hour record and winner of the Tour de France.

The objective of the spot was to take the audience deep into the experiences of one of Great Britain’s most decorated Olympians and allow them to catch a glimpse of the real man behind the image, to see firsthand the work and dedication required to achieve what he has achieved. Blending archive content with newly filmed material strengthened the structure of the spot with dramatic real life footage of actual events from throughout his life, showcasing his talents as not just an athlete, but also a family man, fashionista, and British icon.

There’s a special, personal quality of the spot that comes from that mixture of new filmed content and unconventional sourced material. As STALKR producer Ed Cook notes, “On this project, we were able to work with some independent sources, people who had either filmed or photographed an instance where Sir Bradley was competing. This gives the final edit a unique feel, somehow more intimate and true to the real Sir Bradley Wiggins.”

The campaign launched on television this week, and will continue to roll out on social, and in cinemas around Oscar contenders like La La Land and Moonlight.