newcastle brown ale tries smooth climbing

(you can view a larger version of the ad here)

climbing ads are hot. or maybe i'm just starting to notice.

here's another one from new castle brown ale. i like the execution of the ad. the photography is strong and the climber (pro climber joe kinder) looks like he actually knows how to climb. the gear looks legit too.

the thing that stands out for me is the name of the climbing company on the "fake" billboard ad. smooth face climbing expeditions? are ya kidding? every climber out there knows that friction and rock features are what allows you to actually get up routes. the worst thing one would ever want to encounter out there is a smooth-faced climb. it looks like joe might be thinking: get me off this smooth piece of crap and give me a friggin' beer!

i guess the target for this ad isn't climbers. but still. it doesn't hurt to be relevant to the community you are representing either. climbers do drink - often.

ad credits: tim tadder, photographer || joe kinder, model || vitrorobertson, ad agency || pdn press story

oh! an aside. joe kinder will appear in brian solano's new film, "spray," releasing in january 2008. in the film joe kinder and chris lindner will explore the magestic climbing of northern california. be sure to check it out.