The mountain bike marketing machine is a beast that pumps out tonnes of content every day. Whether it's a new
Danny MacAskill edit that deservedly gets hundreds of thousands of views, or a "
leak" to hype a new bike, there are marketing teams making decisions, spending money, and working with athletes to make things happen.
But some videos aren't your standard shreddit, vlog, or product pitch... Sometimes the weirdness works, and sometimes it really,
really doesn't. Here are some of the weirdest of all time.
1. Bobby Root Rides the M1 Sporttechnik eMTB in 'The Freedombiker' Combining a German eMTB and early freeride wheelie king Bobby Root, the wild-west-themed video for the '
Spitzing Evolution' was the inspiration for this list. We have so many questions... Why does the bike make engine noises? Is the canyon gap ironic? Why is he in a city now? How much money did they spend shooting in Monument Valley?
Don't worry,
there's a behind the scenes as well, which answers none of our questions.
2. Kyle Strait's Meaty Paw Promo One of our favourite
launches this year. Lyle serves up some 'murican meat with... style?
3. Pinarello's Dogma XM Jargon Fest Pinarello's marketing strategy here seems to be feeding a corporate-speak
handbook into Google text-to-speak, slapping that on an eight minute video of 3D renders, and proudly uploading the result to the internet. Pinarello may be one of the most coveted brands in the road world but this approach won't be cracking the mountain bike side of things anytime soon.
4. Brandon Semenuk's Beef Jerky Bromance New Brandon edit, sick! Wait, what? Honestly as weird edits go this one is pretty good—we get a minute of shredding and a sick 270 tree footplant. Then things get weird with what appears to be Brett Tippie doing some DIY restoration of
Ecce Homo.
To be fair, beef jerky sponsorship is probably the best flow you could get.
5. Moto Parilla's Crowdfunding Pitch This one might be cheating... but our helmetless, farmers' tanned, porno-'stached protagonist does technically ride the Moto Parilla in the mountains.
6. YT Industy's Christopher Walken Jeffsy Ad YT's hiring Christopher Walken for a marketing video is the definition of a weird flex. The brand has always tried to give each of their bikes a personality, and this video took that literally. Over half a million views later, it clearly did its job.
7. Zefal's PSI Peeping Tom One to be filed under 'videos you definitely wouldn't put out in 2019', Zefal have very astutely noticed that pumping up a tyre looks like wanking, and have decided to make a whole advert about it. With nightmare-fuel facial expressions, this one hasn't aged well.
8. Santa Cruz's Looney 'Toons Weird doesn't necessarily mean bad. Santa Cruz and Steel City Media smashed it out of the park with this colourful launch for the Bronson. Bryceland, Josh Lewis and K-Rad all get the cartoon treatment in a trippy edit that even made it into our
top ten videos of last year.
9. Specialized's Stumpjumper Campaign Specialized's newest generation of Stumpjumper launched with a great,
left-field video, but that's not what we're showing you here. After the main launch, the marketing campaign for the bike only went further down the rabbit hole. A talk show, a period drama, a bobble head mascot, and more strangeness have all followed. W E I R D.
10. Knolly's 'Symbiosis: In The Shadows' video We have no idea what's going on here, but the
article that accompanied the video says
"As life becomes more complicated and busy, the rider and monster inside Dylan is torn away and trapped in an alternate dark world of confusion and struggle." The part where the rider is having questionable blue fluid from a syringe labeled "school" dripped into his mouth was especially... unorthodox.
This is just scratching the surface... which weird-as-hell MTB marketing videos did we miss?
Also, you've got to watch all 5 chapters of Oh Delilah while you are there. This stuff is gold!
www.pinarello.com/en/bike-2018/mtb/dogma-xm-9.9
Looks like 2018 was the last model with rear suspension.
I guess we all mostly stick with what we're good at.
www.zapiks.fr/yoann-barelli-love-his-s-x-.html
I did this one when I was riding for Giant, when the trance SX came out hahaha, I LOVED MY SX !!!!
''Giant, Giant TRANS sx'' haha Est-ce que tout le concept de la pub était parti de la prononciation de Trance/Trans?! lol
Rowdae is probably the best of them, go watch it if you haven't:
www.youtube.com/watch?v=eimxAYAIlsQ
youtu.be/HSujHZWB0Fg
(although the segment it preludes in the real movie is the ultimate winner and what I’ll now be watching for the next 10-40 minutes)
Pinkbike commentary is the only true way to judge a product.
and seriously, what's going on with the chain length on that poor bike in the final shot?
Onisymnetriculator?
www.youtube.com/watch?time_continue=5&v=PXHEix226GE
But gotta say Zefal's PSI Peeping Tom wins hands down.
www.youtube.com/watch?v=HUHC9tYz8ik
vimeo.com/115822109