Remember a few years ago when there were all those needy videos about "I Am Craft Beer" on YouTube and everywhere else that went on and on as if all brewers were demi-gods, all good beer fans were long lost friends and lovers and craft beer was what would fuel that rocket ship that was going to get us all to Mars? I know. It's a bit embarrassing when you look back at it, right?
Well, I have to say that this new vid-ad-eo for Ontario Craft Brewers is a far better take. No phoney hero worship or weird cult-like claims to community. It's just about the first time you had a good beer. Sure there is that waaay over caffeinated editing but the theme is actually about something that is real - the recollection of your first good beer... the one that you can at least recall, that is. The most fun for me is that it was filmed at the Brewers Plate 2012 that I attended in Toronto back in April and features the folk I hung out with. But not Jordan. I don't know if he was rude or all mumbly when he was asked the question on camera but he didn't make the final cut. Josh did. Clow did. And at 1:24 you do get a semi-slo-mo Mr. B. drinking shot. That is one of the ages. They even cut the clip of him before the beer shot out his nose, too, so that is good.
Most of all you get folk who know, work with or just like good beer in action shots displaying their fondness of good beer. From goofy to earnest. No scripts. No great plan. Just the thoughts of people at the gig invited to say something for posterity. I like it.