Newlane signs ad legend Tony Davidson to create Tour de France campaign

Pioneering British folding helmet company, Newlane, has announced that renowned advertising creative Tony Davidson will direct a campaign for the brand.

The advert, entitled ‘Plenty of Space’, will launch on ITV to coincide with the network’s forthcoming coverage of the Tour de France.

Davidson, celebrated for iconic campaigns such as Levi’s Flat Eric, Nike’s Run London and Nothing Beats a Londoner, Honda’s Power of Dreams, and Lurpak’s Good Food Deserves, brings his signature originality to Newlane’s latest campaign.

Now working with challenger agency Light and Fast, Davidson was drawn to the opportunity to creatively elevate a product that redefines safety and convenience for city cyclists.

Inspired by Stanley Kubrick’s 2001: A Space Odyssey, ‘Plenty of Space’ launches the Newlane helmet into orbit, where it performs an elegant dance before folding flat and sliding seamlessly into a backpack. The film delivers a compelling metaphor for space-saving design with cinematic flair.

Davidson, now Light and Fast Executive Creative Guide, said, “The best ideas, like this one, are simple. Where better to base a space-saving product demonstration, than in Space. Working really closely with Newlane has been brilliant – we have been able to guide the creative craft while removing some other processes that often get in the way.”

A folding helmet like no other

Newlane’s folding helmet is designed for city cyclists who want to stay safe without the hassle of carrying around a bulky, traditional helmet.

With a design that folds flat in seconds, it’s ideal for modern commuters and reflects the innovation reshaping personal transport.

Newlane Co-Founder, Josh Cohen, added: “Our business has been built on doing things differently – I mean, who knew a helmet could fold! So, who better than a disruptor like Tony to create our ad? It’s guaranteed to grab people’s attention and raise our profile with an audience who are already committed to getting around on two wheels.”

The campaign will launch during the first week of ITV’s coverage of the 2025 Tour de France, which starts Saturday, July 5th.

About Newlane

Founded in 2018, Newlane is dedicated to enhancing urban mobility through innovative, high-quality products.

The company, which manufactures its helmets in the UK, “has a strong commitment to safety, convenience and sustainability, striving to make a positive impact on the lives of commuters and adventurers.”

For more information about Newlane or their forthcoming campaign, visit wearenewlane.com, email dom@wearenewlane.com or call 07767 686632