Firestone Walker’s Cinematic “This is 805 Beer” Ad Campaign

If you care about beer, you’re probably very familiar with Firestone Walker’s 805 Blonde Ale. It was originally conceived as a Central Coast California-only year-round release, an every-day anytime beer that immediately caught fire and spread well beyond its uber-local aspirations.

805 is a phenomenon in the beer biz, a rising craft beer flagship at a time when most flagships are taking water.

Firestone Walker Brewing just rolled out its 2024 ad campaign for 805 Beer, highlighting its cast of more than 30 “Authenticos”—the team of athletes, artists, shapers, and creators who embody the spirit of 805 and the culture of California’s Central Coast

And it’s one of the most artful beer campaigns we’ve ever seen, especially one from a craft brewer.

The debut ad spot begins with a cinematic look at life in the 805 narrated by California-based singer and songwriter Jake Smith  (a.k.a. The White Buffalo), whose signature baritone and raw, genre-blending music speaks to the ethos of 805 Beer and its Authenticos.

Other 805 Authenticos featured in the spot include X Games gold medalists and professional free riders Tyler Bereman and Vicki Golden; professional surfers Conner Coffin and Nater Tyler; pro skater Greyson Fletcher; world champion bull rider Stetson Lawrence;  ski and snowboarders Ryan McElmon and Gabe Taylor; professional mountain biker Ryan “R-Dog” Howard; and musician Frank Zummo of Sum 41.

Additional ad spots in 2024 will feature standouts from 805 Authentico roster  including an International Women’s Day campaign highlighting top-ranked MMA fighter Tabatha Ricci and Babes Ride Out founders Anya Violet and Ashmore Ellis, as well as professional trail rider Gillian Larson.

Hispanic and Latin spots will highlight former Olympic and professional boxer Karlos Balderas and Cumbia Punk band Tropa Magica, and Harley Davidson bagger racer Frankie Garcia.

The campaign—titled “This is 805 Beer”—will be featured throughout the year on major network platforms including Hulu and ESPN, as well as social platforms and through strategic partnerships such as the World Surf League’s media network, which builds on 805 Beer’s relationship with the league as the official craft beer in North America.

Firestone Walker has also planned several interesting releases on the 805 Films front, including the Keith Malloy-directed film “Another Eight Seconds,” the story of former professional bull rider Stetson Lawrence, who faced early retirement due to severe neck injury, as well as several short films featuring other Authenticos including The White Buffalo.

“This is 805 Beer” is an expansive campaign that captures Central California, its people, it’s vibe. And its films are more like real movies than crass beer commercials.

“The story of 805 Beer is told through the vast lens of our customers who echo our passion for life, fueled by a constant pursuit of the path less traveled ,” said Chief Marketing Officer Dustin Hinz.

“We are long on beer at Firestone Walker,” added Nick Firestone whose father, Adam Firestone, founded the company along with his brother-in-law David Walker in 1996. “Storytelling is a key component of our strategy, and the work our team is doing in this regard is vital to keeping beer relevant for the next generation of drinkers.”

And “This is 805 Beer” is many stories worth telling…

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(All image credits: 805 Beer / Firestone Walker Brewing)