×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Fat, Not Phat

Published on .

Could there be a worse name for a beer than Fat Tire? Maybe Fat Spare Tire? Then again, none of the usual mass marketing rules apply to a regionally-distributed Euro-chic microbrew aimed at a select crowd of guys who might be called the anti-Bud. The brand name refers to a particular sort of one-speed bicycle favored by a particular sort of one-speed bicycle enthusiast, and indeed, the spot features a guy-not the least bit overweight, incidentally-who builds a fat-tire bike out of junk parts and rides around happy as a clam, backed by a really peacey Devendra Banhart track that would probably make a Bud drinker want to kill. It's like a New Age music video, and the beer doesn't put in an appearance till the very end. It's the anti-phat.

Client: New Belgium Brewing Co. Agency: Amalgamated CD/CWs: Jason Gaboriau, Doug Holt Director: Jake Scott/RSA USA Editors: Rick Lawley, Jeff Jay/Whitehouse, N.Y. Music: "At the Hop"/Devendra Banhart

In this article:
Most Popular