Dave Francis is a regular bloke with a regular job. He lives in London and and is now star of Tour de Francis, an advertising spot that pits him against four of the proper Tour's stages. The premise is simple —how would an amateur cyclist on a regular bike fare against the rigors of the race. Directed by Nick Mason, the spot was completed in the form of a 15-minute documentary that can be broken into 24 segments for UK-based retailer Halfords television sponsorship of Tour. [Creative Review]