Sometimes, a marketing campaign comes along that’s refreshingly different. That’s exactly what we thought about Swift’s new brand video. There’s no story, no real dialogue, and not really any product details. It’s just well done. Watch it here…

It’s been a while since I’ve seen a brand marketing video that’s fresh enough to make me stop and take stock in the message, or lack there of. Swift’s latest video, oddly titled “Your Ride-or-Die Bikepacking Bags,” did exactly that. It’s a brilliantly made cinematic short that lacks any real product info or dialogue, other than “it’s not a Whopper Jr.,” “You smell gorgeous,” and “I have no idea what you’re looking at.” However, what it lacks in objectivity, it makes up for with a vivid snapshot of a real bikepacking trip, captured with a series of well-composed clips that are perfectly stitched with nothing but environmental audio—zippers, gravel crackle, snoring, stoves clicking, and all the ambient sounds that one might expect to hear during an overnighter bike trip with friends. Kudos, Swift!

P.S. Don’t forget to save the date for the 11th annual Swift Campout! Swift Industries’ worldwide invitation to welcome the summer solstice with an overnight bike camping trip has returned for 2025 and will take place on June 21st and 22nd. Dive into the event details, get the scoop on the Swift Campout Video Challenge, and sign up for a chance to win some great prizes here.

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