even though the cervelo advertising was pretty low-tech at least it was informative. compared to the trek ads, which starred bob roll acting like a fool, their commercials showed the time and effort they put into their products. I didn't know too much about cervelo other than it was the bike of choice for a lot of people. I thought it was just trendy and avant-garde, and serious roadies need to get their bikes from overseas, etc. but after seeing their commercials, which were all business, i may rethink my opinion of them. Also it was a nice break from all the saab, LL Bean, Trek, Home Depot, VW commercials.