TM Advertising announced today that it has created the on-air spots and out-of-home advertising as part of Discovery Network’s “Race to Replace” campaign – a multifaceted effort to find the next Discovery Channel Pro Cycling Team leader following the retirement of seven-time Tour de France winner Lance Armstrong. The campaign, which also seeks to fuel consumers’ growing interest in the sport of cycling, features exclusive online content and extensive marketing and advertising, all culminating with a sensational event at the Indianapolis Motor Speedway, where one lucky winner will have the honor of riding as a member of the Team during the time trial portion of the U.S. Pro Championships.

TM created 17 new TV spots that are currently airing across Discovery’s family of U.S. networks, and they feature several notable Discovery Networks talent, such as Steve Irwin and Jeff Corwin of Animal Planet, Mike Rowe of Dirty Jobs and Lance Armstrong himself.

“We wanted to come up with an exciting new way for consumers to connect with the Team and the Discovery Channel brand,” said Wade Alger, creative group head for TM Advertising. “By incorporating Lance in humorous situations with some of Discovery’s most popular stars, we were able to create spots that both built on the fun of the Race to Replace campaign and events while creating additional excitement for the Team and the sport nationwide.”

“Corwin,” one of the produced 30-second spots, features Lance riding next to Jeff Corwin of Animal Planet. Following behind them is a small pack of riders including a clown. Lance informs Corwin that he’s lagging behind and needs to step it up. Corwin replies that he’s not worried because he has backup, which Lance looks at in disbelief. “Hmmm, animal friends,” says Corwin. The camera cuts to Corwin cupping his hands and giving out a massive animal call. Lance looks around. Next, the camera cuts to two rhinos running in the jungle. Suddenly, a giant rhino head comes into frame and knocks the clown completely out of the pack. Lance and Jeff glance back at the scene. Lance congratulates Jeff on a job well done. “I hate clowns,” Jeff replies. The screen cuts to “Who will win? It could be you. Race2replace.com.” The other spots feature various humorous situations with Lance and the Team, all driving consumers to www.race2replace.com.

“With this campaign, TM brought to life what Discovery Channel’s sponsorship of the Team is all about: great storytelling. By linking our Discovery talent with Lance Armstrong and our current team riders in a clever breakthrough way, TM has injected fun and excitement to our search for the next team leader,” added Derek Koenig, senior vice president of marketing at Discovery Networks. “As our partner on this campaign, they really hit the mark.”

The “Race to Replace” event will be held August 12, 2006, at the site of the Indianapolis 500.  Net proceeds from the race will be donated to the Indiana University Cancer Center and the Lance Armstrong Foundation, an organization founded by Armstrong to inspire and empower the 1.3 million Americans who are diagnosed with cancer each year.

The event will allow experienced and novice amateur cyclists a chance, with Armstrong on site, to ride their bikes on the renowned speedway. The winner of the race will have the honor of donning the Discovery Channel Pro Cycling Team jersey and racing as a member of the Team in the U.S. Pro Championships during the time trial on September 1, 2006, in Greenville, S.C.

“Race to Replace” Webisodes are also currently airing on www.race2replace.com, offering an insider’s look at the behind-the-scenes lives of the stars of the Team who are in the running to be named Team leader. These Webisodes are also available as downloads on iTunes.

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