Science in Sport (SiS), the world’s leading endurance nutrition brand, has unveiled a new campaign which celebrates the ‘beautiful pain’ of competing in the Tour de France. “The Tour”, developed in partnership with M&C Saatchi London, is the first activity to launch since SiS selected the shop as its lead UK strategic and creative agency following a competitive pitch. M&C Saatchi London has partnered with SiS to develop a new creative platform which captures its rich heritage of working with the world's best endurance athletes, to engage with a broader range of endurance participants on an emotional level and drive brand awareness, consideration and sales of SiS products. The Tour de France is widely acknowledged as the most gruelling test of the world’s best endurance athletes. This new campaign is an appreciation of the ‘beautiful pain’ that competing in the Tour inevitably brings about and the incredible mental and physical strength that the cyclists exhibit, supported by the robust science-based approach of SiS products. A series of executions shows just how punishing and challenging the Tour de France is for participants, reflecting the race’s impact on body and mind. From dangerously high temperatures to the mental strain riders endure for hours on end, the campaign brings to life the mixed reality of pain and euphoria experienced by those who take part. The ads feature black and white photography to reflect the sentiment of the various headlines and to enable SiS’ vibrant products to stand out. In some of the images the rider is small to show the power of the landscape they’re battling against, while others zoom in on participants to show the pain in their contorted faces.