Advertised brand: New Belgium Brewing
Advert title(s): Joust
Headline and copy text: Combatants suit up and go Medieval. They’ve got football helmets for armor, tall-frame bikes for steeds, and, thankfully, lances tipped with a padded boxing glove. It’s still painful, but bike jousting clubs happily compete across the country. Tag: “Pairs well with Grass Stains/Ice Packs/People.”
Advertising Agency: Cultivator Advertising & Design, Denver, U.S.A.
Creative Director: Monte Mead
Creative Director: Tim Abare
Art Director: Monte Mead
Copywriter: Tim Abare
Additional credits:
Production Co.: Nonfiction Unlimited, Santa Monica, Calif.
Director/V.O.: Stacy Peralta
D.P.: David Morrison
Line Producer: Jim Shippee
Production Designer: Beth Goodnight
Agency Production: Sideshow Entertainment, Chicago
Producer: Kent Smith
Post: Company 3, Santa Monica
Editor: Paris Patton
Sound Engineer: Loren Silber
Published: May, 2014
Short rationale: In marrying New Belgium Brewing’s year-old “Pairs well with people” tag with its long-time bike-friendly positioning, the campaign features some of the more outrageous ways in which cyclists and their cyclist friends assemble/compete/do combat. All casts in “Chopaderos” and “Joust,” and nearly all in “Junkyard,” are actual and participating group members. The real life groups can be seen at chopaderos.com , bilenky.com and en.wikipedia.org/wiki/Bicycle_jousting