Screw the dopers, politics and critics. The false allegations and the fair weather fans. They ripped the soul out of this race. But the Tour doesn't belong to them. We're the ones grinding every mile past the pain and exhaustion. The Tour belongs to us. We're masochists. We're believers. And it’s our time.

Each spot in this campaign is spoken through the voice of an athlete who is ready to move on and take on new challenges, and to the cycling fan who feels the same way. Through a mix of TV, print and online promotion fans were encouraged to rant singularly and together about the state of cycling as well as support their chosen athletes and teams.

The 2008 Tour de France reached more viewers than ever before. 32.8 million viewers tuned in to watch, a 10% increase over 2007. Versus also experienced solid growth year-to-year among Men 18-34, Total Day viewership up 55%, and the Men 18-49 demo increased 2% in Total Day viewership.