adanac14

I want to drive this bike down the street in an El Camino with a hot rod flaming paint job.

@singletrackjamaica: I'd say that's the standard for most other brands for sure. Maybe Commencal is doing it for real too though, It's possible. But just a quick stroll down some of their past video projects to double-check I'm not misremembering, I see artists such as Black Sabbath, Nina Simone, Talib Kweli/ Kanye West, Radiohead being used pretty casually. In fact, just checking back on the one I remembered using Radiohead, I see Youtube has removed it for violating terms of use. Anyways, maybe it's all licensed, but I bet each of these examples would cost at least $10k+ to be a part of something branded. Which, let's be honest, every single thing Commencal is posting is ultimately meant to sell a bike. No disrespect to the filmmakers, there's been a lot of cool videos along the way. More of a "uh oh" for the marketing bosses who use music artists' work as part of ad campaigns if this is actually what's going on.

That was pretty horrific to see again.

Really interesting take on a country's MTB scene.

My heart rate hits 200 bpm thinking about doing more than a single, awkward lap of a pump-track.

I wish the dirt still had that moisture in it right now. Dreamy.

In a somewhat small industry, it's an unfortunate coincidence to have two companies basically named the same thing as far as quick brand association. I know I was first combing One Up Components website for any mention of bike racks when I first heard some solid word-of-mouth props about this rack, and was properly confused :)

I don't think it's going too far out on a limb to guess Commencal has been miraculously dodging a huge lawsuit from major record labels by using whatever music they want in their company's ads or branded film stuff for the past... forever. Pretty insane professional practise in 2023. But that aside, White Stripes is rad and this video was really well done.

Nice addition to the Squamish network. Nice work everyone!

Love it- also get ready for August dust in early June!