The folks at New York agency Amalgamated, best known for Jackass
-ish work for challenger music channel Fuse, prove that they're more than just pranks and giggles while slipping the noose of beer advertising with a lyrical new campaign for Colorado microbrewery New Belgium. Aimed at what the agency calls "pastoral amateurs," two spots directed by RSA's Jake Scott -- and backed by eerily apt tracks by underground troubadour Devendra Banhart -- linger over footage of a man building a bicycle from abandoned parts. "Our lifestyle people are these pastoral amateurs who tinker with stuff they love to do and who pursue their hobbies more than financial gain," explains Amalgamated CD Jason Gaboriau. "You find those people all over Colorado and those are the kind of people who brew this beer." The tagline says as much. "Follow your folly," it suggests. "Ours is beer."