Masculinity was different in the '70s. It was gentler, hairier, John Denver-ier. And it was captured memorably in the outdoorsy beer ads of the era from brands like Coors and Hamm's. We being the manliest low calorie soda made for men, decided to create the manliest campaign by paying homage to that era.
Bold Country was born, a magical place that exists somewhere between the Mountains of Sierra Nevada and 1976. A place where man has the freedom to hang out with animals, rarely bathe and enjoy all the bold flavor of Dr Pepper, but with only 10 Calories. Taste the Bold Country, brothers.
Stacy Wall shot the ad in Placerville, Calif, on 16mm film, which gives it a cinematic look. The production company transferred the film to VHS and actually baked the tape, exposing it to heat, which gave it an aged look that doesn't fit in our digital world at all. Sorry folks.