Sports fans across the country showed up bleary-eyed to work last month after staying up to watch the 2018 Winter Olympic Games in South Korea. The games' aftereffects weren't limited to sleep deprivation, however; they apparently unleashed some creative impulses as well. For example, one warehouse crew was so inspired by the improbable gold medal run by the U.S. men's curling team that they set up a virtual Olympic ice arena right on the concrete floor of their busy DC.
The results of their "match" can be seen in a lighthearted video from Chico, Calif.-based Sierra Nevada Brewing Co. The video stars three steely-eyed employees clad in Lycra cycling jerseys and padded gloves in the company's trademark pale green, wearing winter hats promoting the brewery's "Celebration" India pale ale (IPA).
In the opening scenes, two bearded, burly men twirl push brooms and perform bicep curls using beer kegs for barbells, while lift trucks cruise through the aisles behind them. Suddenly, their partner calls out "Hurry, hurry, hurry!" as she crouches in the familiar curling position and launches a keg of beer mounted on a wooden dolly across the floor.
While her partners furiously scrub the cement in front of it to melt the imaginary ice, the keg smashes into another wheeled keg, pushing it out of the camera frame. One of the men quickly snaps a tap onto the keg, and the beer begins to flow. The 26-second video ends with footage of the players clinking their glasses in a rowdy victory toast, while the phrase "Please drink responsibly. And no doping." scrolls across the screen.
Gartner, Inc.
