When advertising’s top brass gather in Cannes, this month for the annual industry festival, they could be forgiven for thinking they have got caught up in the Tour de France.
While the self-congratulatory ad mob are sunning themselves, a team of cyclists will be completing a gruelling ten-day, 465-mile ride from Geneva to Cannes to raise money for research into leukaemia.
The team of four riders, who all work at Hammersmith Hospital cancer research unit in West London, intend to arrive in Cannes on Wednesday June 20.
They are urging people to dip their hands into their pockets to reward their Herculean efforts.
Anyone who wants to sponsor the team can call the research unit, Leuka 2000, on 020 7726 2250.