On 17 July 1951, the Dutch cyclist Wim van Est falls down seventy metres into a ravine, during the Tour de France. There is no way that emergency services can get to him, but with the aid of bicycle tyres tied together they manage to hoist him up from the ravine almost unharmed. He wears the yellow jersey, but is not allowed to finish the tour. Watchmaker Pontiac sponsors Van Est’s team and launches an advertising campaign afterwards with the text: “Seventy metres deep he fell, his heart stood still but his Pontiac kept working well.”