I've been bored of the deluge of forced chill ads for months now. You might know what I'm talking about. Dude sitting next to his bike in front of a store, or sitting with his bags in an airport, usually with sunglasses on. I mean, I get it, the brand advertising wants the rider to be portrayed as a chiller; someone unaffected by the trends, not afraid to stand alone, and pretty darn cool by regular guy standards. Unfortunately, they've become just a little too commonplace for my own tastes. So I'm happy when I see ads that aren't afraid to take slightly different approaches. Such is the case with the latest DC Shoes BMX team ad.
I don't really have a lot of words to say about this ad, but I like it. I like it a lot. It's from the latest issue of Ride, and it's not forced or chilled at all. Actually now that I think about it, I've liked most of DC's ads over the past few months. So enjoy the ad, then go put on your shades and post up in front of the local convenience store until our next blog post. And if you really need to force that chill, flannel works wonders.