It looks to me like Specialized's campaign.
They have to do something to turn attention on themselves after the Trek merger.
And just imagine the effect if turns out that under the Cav's Sky Pinarello paint it's actually Specialized.
It's been awhile since this trick wasn't used.
I don't know what regulations are like, but Pinarello might actually agree with this... Widest audience will see Pinarello, which is primary objective; but the true fans will know the truth, which gives Specialized elitist image and targets exquisite audience.
For classic advertising, there's Quick Step Omega Pharma, for underground - there's Sky.
I've seen there's Nike involved too.
Not sure how it will end up (with Nike), but it's hard to imagine Cav riding for some other team but Sky.