Bon Iver joins bro-tacular ad campaign for Bushmills Irish Whiskey
If there’s one thing we know about Bon Iver’s Justin Vernon—other than his penchant for videos inspired by old Calvin Klein commercials—it’s that the dude is all about his bros. Even though Vernon is a nationally adored, Kanye-approved indie superstar, he still chooses to kick it in his hometown of Eau Claire, Wisconsin, picking wild nuts and berries with his buddies in between takes at his home studio. Not a bad gig, if you can get it.
Illustrating Vernon’s bros-before-babes ethos even further is his involvement in an ad campaign for Bushmills Irish Whiskey entitled Since Way Back. Vernon, his co-managers, (his brother Nate and friend Kyle Frenette), and Bon Iver audio engineer Brian Joseph all appear in a new ad for the campaign, which “celebrates the lives and brotherly relationships of artists and influencers across the world, and collaborates with each to produce creative, inspired content that reflects each of his passions.” In a press release, Vernon explains the reason for his involvement:
“The way the campaign was presented to us, as a program that rewards groups of friends who have built success around what they love, made it feel right and appropriate for us to participate. The founders of Bushmills developed a recipe that lasts. We hope to do the same with our music.”
So the question remains: Is this latest Bon Iver bombshell truly a celebration of long-lasting dude relationships (Bushmills claims to be “shared among friends since 1608”), or just an easy way to score some free booze? And, more importantly: Just how ethereal does one’s falsetto need to be before Old Crow comes calling? [via Pitchfork]