Titus Cycles builds high-end road and mountain bikes. The mountain bike buyer is generally younger (20–35) and less affluent than the typical road bike enthusiast, for whom a Titus is an affordable, luxury purchase. For the younger, and perhaps more dedicated, mountain biker, a Titus may be a must-have, but often requires real financial sacrifice. This print campaign recognizes both the difficult economy and the nearly unaffordable cost of these high-end mountain bikes; with the tagline, “It’s worth a second job,” it also acknowledges and validates the premium pricing. The work of TDA Advertising & Design, in Boulder, Colorado, the ads show cyclists earning money by modeling nude, selling Girl Scout cookies or working adult phone lines; on facing pages are Titus mountain bikes and their prices (El Guapo for $3,370; FTMmoto for $6,495; and CarbonX for $7,495). The ads are running in all major mountain biking magazines, with the exception of Mountain Bike Action, which refused all three executions.