Dumbing Down the Shore - Video

Apr 11, 2016
by Rocky Mountain Bicycles  
Views: 37,309    Faves: 510    Comments: 31


Dumbing Down the Shore is a problem that affects us all, and it's about time a rider of Wade Simmons' calibre spoke out. Filmed by Dan Barham, and with cameos by Brett Tippie, Geoff Gulevich, Eric Lawrenuk, Andreas Hestler, and Todd "Digger" Fiander, this short video tackles a touchy subject. With apologies to Keyser Söze.

Want to see more of the bike that Wade is riding on the Shore? Learn all about Rocky Mountain's new Pipeline.
Rocky Mountain Pipeline


www.bikes.com


97 Comments

  • 248 4
 HAHA, by far the best commercial for a bike I've ever seen!
  • 21 1
 No one's got so innovative by far.Best commercial ever
  • 6 1
 So good!!!
  • 9 1
 hahaha, could it get any better for an advertisement? Creative and captivating.
  • 11 1
 Worth an Oscar, even without any bears involved.
  • 2 1
 * Spoiler alert
  • 11 0
 I especially like the "Kaiser Soze" revelation moment there.
  • 2 1
 Rocky's creative marketing team kills it everytime! Rad work guys!
  • 41 2
 Hahaha! Brilliant boys
  • 30 1
 seriously cool video!! you guys killed it! this is all very next level.... jefffsy now this.... i think the levels been raised
  • 26 6
 Ride a hardtail and quit making excuses.
  • 24 10
 This is a cool ad and it is great to see all those legends in one video but it doesn't make me want to buy the bike. I want the opposite. I want my lame local trails to be fun. If this bike can make Fromme seem dull and flat, even if it is to someone with that level of skill, then it is going to make my local trails feel like a tarmac road. I have ridden some of the trails on Fromme, they are scary as balls.
  • 43 1
 Sure ya do. Well I've got a 30 year old department store bike to sell you that should make your day!
  • 12 2
 @bishopsmike: Sweet, the only stipulation I have is that it has boost hubs.
  • 10 1
 I don't know, I think you just see the trail in a different way. Instead of struggling to clear features, an "easier" bike opens the door to ride them faster and more creatively! One might argue that I just need better skills which is partly true, but I think it's just a different riding style.
  • 7 1
 I think it's just meant to show people that aren't all about the gnar that the plus tires cna take the edge of rough trails, and add more confidence inspiring grip. If you're ridden "the shore" then you know it's a tough place to ride, and people starting out riding have a tough time with the trails...
  • 3 0
 Just go grab an Element RSL/MSL.

Wait, Simmons and Vanderham did that one already.

You might have to go back in time and ste(e)l a bike from a NWD shoot.
  • 3 0
 I think 'easier' is relative! This awesome video is way more about the amazing ability of Wade Simmons than the Rocky he is riding. Even if I was riding a dream wonder bike, I still couldn't ride like him (I can only dream!). It's way more about skill than the bike you are on.
  • 9 1
 Excellent commercial. I was totally hooked into it because I actually thought that the video was going to address what is a significant issue in many riding areas. Where I live trails that are over 20 years old are being dumbed down and smoothed out. Don't worry about making a goal of cleaning that technical rooty uphill because it may be gone tomorrow..... But I guess, that's a whole different topic. Thanks for the excellent ad!
  • 4 2
 I think they were trying to address that issue but twisted the moral into thinking the bike is making the gnar seem smoother than it really is. The issue of the all the shore's gnar being dumbed down into smooth flow trails is something Wade knows and realises along with thousands of core riders. Im in Japan so I can't see how the trails are been smooth out first hand but friends have shared this issue with me and those who know are saddened to see the shores personality change. The video was excellent, top notch riding and great story line, it make a great add for the bike which looks killer! hhahahhaha
  • 3 0
 @nikoniko: also a bit true in that new 21 pound 29ers actually may make the riding easier. I'm all for a bit of gnar when the trail calls for it, but bikes are just so much more capable than they were 5, 10, 20 years ago.
  • 1 0
 @ldhbaker: Yes, that does make sense, I have yet to try a 29er. Im still infested with 26ism! hhahhhah
5 years ago brakes were about as powerful as they are now but yes 10 years ago brakes were not as good.
However my first bike was in 2001 with V-brakes, those puppies stopped like crazy, I was always going over the bars on steep sections, ahahhahah But compared to the stopping power combined with modulation of currents brakes its incomparable!
  • 11 0
 still better than my local illegal trails...
  • 15 4
 if your trails are illegal, means you have something like a law? in Hungary?
LOL
  • 14 0
 @vhdh666: indeed we have laws. The issue is that they are not much aligned with reality... Bummer.
  • 10 1
 I laughed at the end. Refreshing. Beats the usual elite level racer or super human free rider videos promoting a new handlebar.
  • 11 0
 Needed that for a shite Monday .... Brilliant ..... Wade is STILL the man!
  • 9 1
 Let me ride that bike and ill show you the shore chewwing us up and spitting us out. I can ruin the best equipment and get corned on way easier stuff. Im in need of a rocky mountian force field. ps nice fn vid Wade
  • 9 1
 Sweet commercial and way cool for giving props to the trail builders in your own commercial. You don't see a lot of that in an advertisement for a bike, especially at the release of one.
  • 9 1
 "The Shore is no more!"

Love it. Great video, Wade and thanks for all the hard work Digger and NSMBA.

Haters gonna hate
  • 8 1
 Potatoes gonna Potate
  • 3 0
 @jamesbeck: masticaters gonna masticate
  • 1 0
 People who are going to suck a big fat dick are going to suck a big fat dick.
  • 8 1
 Neeeeed one of these to pair with my slayers, also need more $$$ to make that even remotely possible... dohhhhh
  • 6 1
 Come on @RockyMountainBicycles where's the contest where we can win one of these badasses? I need to replace my altitude ffs! Well actually, have absolutely no need to replace it, but wouldn't mind...
  • 8 1
 My original Pipeline just threw a beer bottle at the television.
  • 6 0
 Just gotta know where to go. And believe me, Wade knows
  • 6 0
 how does he keep that keyboard so clean?
  • 42 0
 Have you seen how slowly he types?
  • 1 0
 @RockyMountainBicycles: have you seen how fast he rides though! Lol
  • 8 3
 Who ever wrote this is one of the most brilliant marketing writers ever! Genius! Loved this film!!!! Sweet bike.
  • 2 0
 "The trails are getting easier!"

Coming from a guy that we last saw ride a trail/XCR bike on the Shore. vimeo.com/40560345

Seriously though. My next mtb might just be a 27+ short-travel trail bike. If they end up making Rocket Rons in 2.8", I'll do it.

How long until a 3" tire DH bike? The shit you could squeeze out of that contact patch would probably get somebody killed at Rampage.
  • 1 0
 I'm sure I've got a Gazzaloddi 3.0 kicking around the garage somewhere Wink
  • 5 1
 Awesome commercial Rocky Mountain! The Usual Suspects references and music were perfect
  • 3 0
 Mo ha ha! That was fun, totally made my day, well actually my just finished 2 hour trail ride made my day; on my New bike!
  • 7 3
 The trails aren't getting easier the bikes are getting better.
  • 5 2
 That was GREAT!!!!!!!!!!!!!! Made me laugh. Good job guys. Wade should start an acting career?
  • 8 1
 Wade's acting has been on point since Ride to the Hills. Viiiicious.
  • 2 2
 Haha! The title got me clicking.. Dumbing down shore and Wade. Entertaining video. All star appearance, shore riding, and suspense. Well done! I like the bike too, don't mind dumbing the trails with itto align with my (low) skill level.
  • 2 1
 Great commercial! I am in the process of looking for a new bike to buy... 27.5+ has been on my mind. This might just do the trick... Now... If some one can do a 27.5+ with 160mm travel... :p
  • 3 1
 you mean something like this SCOTT Genius LT 710 plus
www.scott-sports.com/us/en/products/241349/SCOTT-Genius-LT-710-Plus-Bike
  • 1 0
 @adarogu: Oohhhh... Excellent!! Thank you!
I need to go find dealers near by...
  • 1 0
 Ya Wade-Sick-for sure, but u could ride it in the wet like the old days and see if that adds some points too the gnarification factor! picked a pretty dry shore day there! Ha Ha. Bike looks Sick!
  • 1 1
 My favorite bike video by far! It was Madeira Dreamin' for a while, then the promo for Santa Cruz's Solo/5010, and before that it was Cotic's video "What would Rocketman do?" Just realized all three have great music in common too.
  • 2 0
 My 1995 Norco Sasquatch Hardtail with and old Judy up front isn't making it any easier. Guess I like it that way. "Meet you at the bottom in an hour, bro"
  • 1 1
 There's still some trails out there that are so tight you need 26's and a small frame. The video is all mainstream 650b friendly trails that just get easier with 29's. btw. on the topic of mainstream trails..Wade conveniently left out the tight corner on 7th secret that was made wide bar 29'er friendly a few years back.
  • 1 1
 Dumbing down the shore... Yeah so get off the 8" fat tire wonduro bike and grab a hard tail with a 4 inch fork, toss the dropper, maybe some rim brakes and go ride all your favorite trails. How dumbed down did it feel on a pre wonder years bike? Not as much right?
  • 2 0
 It was kinda a joke....
  • 1 0
 @paulclarke: Yes, I got it even though people whine about it constantly whilst sitting atop a DH bike.
  • 3 2
 nice!!!! very nice and finally a video/commercial worth watching. its good to see tippie over the last few years coming back.
  • 3 0
 Didn't know he left?
  • 3 1
 Love the Usual Suspects reference at the end. They should have named the bike the Keyser Soze.
  • 2 0
 Glad to see Wade "The Ass-Clown" Simmons is also a NSMB.com keyboard warrior!
  • 2 0
 I think the unintended message here is if you want a dumbed down riding experience, get yourself a + tyred bike.
  • 4 3
 This is good. Been awhile since I rode this trail but I don't think this video had any segments showing Pipeline....
  • 2 2
 I don't know, people used to do 20' drops and things, now there's just vagina clenching "roots". I don't think it's the bikes that have become better.
  • 1 0
 Can an MTB soap opera starring Wade be far off...? Great job guys. I now want to sell my 2016 ride and buy a Pipeline...
  • 4 3
 Marketing done the right way.
  • 3 2
 well played RM...well played.
  • 3 2
 Brilliant, well played boys!
  • 2 1
 I have to admit..... this is brilliant.
  • 2 1
 Hah, excellent video. Well done.
  • 2 1
 Alway guarantee rocky videos to be good!!!
  • 3 1
 De-gnarred. Classic !
  • 2 1
 BESTEST Commercial! BRAPP BRAPP
  • 2 1
 great video. loved the music too.
  • 2 1
 Rad vid! Great commercial
  • 2 1
 Amazing vídeo obe of the best ever
  • 2 1
 I clicked the link the learn more about the new Pipeline!
  • 1 1
 Would it be wrong to put 29er tires on the pipeline? It's got everything that I want, except the + size tires.
  • 1 1
 Unless I'm missing something, it would pretty much be an Instinct with Boost hubs...which lead to the question: Why not just release an Instinct with Boost that would be compatible with 27+?
  • 1 1
 @AProulx: and a 150mm fork on the Instinct!
  • 2 1
 Best piece of ad media I've ever seen.
  • 1 0
 thnx for nothing digger... so effing funny. I'm still laffing. sweet vid..
  • 1 1
 the shore is falling apart... the world needs more rogue trail builders like me .
  • 3 2
 HA! well done RM
  • 2 1
 this is awesome, thanks!
  • 2 1
 Awesome!
  • 2 1
 oh Wade...
  • 2 1
 Wicked
  • 1 0
 That was priceless!
  • 1 0
 fromme loam
  • 1 1
 Blown away by the production value and scheme for this video!
  • 1 0
 Tippie is so cool
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