Endura’s cycle of life

In this brilliantly tongue-in-cheek spot directed by Outsider’s J Marlow, sportswear brand Endura demonstrates the quality and durability of its Hummvee cycling range. 

Titled Always and Forever, the film opens with a young boy watching his father as he leaves for a bike ride. Cutting to several decades later, the boy appears, all grown up, outside the same house when his father returns.  

Although his body has withered to bones, his Hummvee shorts have stood the test of time. Still in immaculate condition, the son slips on the shorts, hops on his dad's bike, and the infinite cycle continues.