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This Smith & Forge Ad Has More Than 28 Million Facebook Views In Less Than 24 Hours

Created with Thrillist, the cider brand dressed a CrossFit star as an old man and sent him to Muscle Beach.

This Smith & Forge Ad Has More Than 28 Million Facebook Views In Less Than 24 Hours

WHAT: CrossFit star Kenneth Leverich dresses up as an old man and surprises people at Muscle Beach with some unexpected feats of strength.

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WHO: Smith & Forge, Thrillist

WHY WE CARE: The ol’ dress up like an old person and surprise people has been around for a long while. From Larry Johnson’s Grandmama for Converse, to Spike Jonze in Jackass, to Kyrie Irving’s Uncle Drew for Pepsi. Hell, Johnny Knoxville made a whole movie out of it. Here, cider brand Smith & Forge and Thrillist put a unique twist on it and it seems to have got people’s attention–so far it’s got more than 28 million Facebook views. Not too shabby, old man.

About the author

Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity. He lives in Toronto.

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