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Video: Vet-owned Black Rifle Coffee take over Bass Pro Shops in wild new commercial

Veteran Mat Best. (Mat Best MBest11x/Facebook)
December 29, 2020

The veteran-owned Black Rifle Coffee Company (BRCC) teamed up with Bass Pro Shops and for its latest commercial released Dec. 18, which highlights the growing-coffee brand’s expansion with Bass Pro Shops and its subsidiary Cabelas stores.

The four-minute ad titled “BASS PRO BATTLE ROYALE” features former U.S. Army Ranger Mat Best and the other familiar faces of the BRCC crew carrying out a raid on a Bass Pro Shops, in hopes to get their hands on the newly unveiled BRCC coffee stand at the store.

Best and the rest of the BRCC team have put together numerous similar YouTube videos, which have been a featured of the coffee company’s viral marketing campaign.

Past videos have seen the BRCC team take on monsters for Halloween and this year they filmed a COVID-19 lockdown music video. The latest BRCC video with Bass Pro Shops features similar hijinks for the veteran coffee company.

In the ad, Best and his fellow BRCC vets land on the store’s roof and move in tactical formation to the coffee stand, only for their high-speed coffee run to break down in chaos, with ambushers popping out from around the store.

As Best and the rest of the BRCC raiders try to escape the ambush, they are chased by attackers in hunting camo, deranged children and more.

At one point the BRCC vets hide from their ambushers by pretending to be the mannequins on display in Bass Pro Shops’ fishing and hunting section. After their disguise falls through Best is eventually caught in a sleeping bag which is tied up to an ATV and driven through the store.

After crashing into dozens of stands throughout the outdoor sporting goods store, Best is eventually able to escape and bring his haul of coffee to the checkout line. There, he ends up having to pay for not only the coffee but also the extensive damage left in his wake.

The commercial ends stating, “Black Rifle Coffee, available at your local Bass Pro Shops, Cabelas, online at BASSPRO.COM and as always, at BLACKRIFLECOFFEE.COM”

In February, Bass Pro Shops announced it had partnered with BRCC to sell their coffee online, but the latest BRCC commercial now shows the coffee is available for purchase at physical store locations.

In their description for the ad on YouTube, BRCC said, “When we had the idea of making a video IN a Bass Pro Shops location — a part of us didn’t realize they’d actually say YES. Despite our usual destruction, they were super gracious and amazing every step of the way.”

BRCC also gave a shout out to Corridor Digital, a popular YouTube video production and CGI team, for helping BRCC put together the commercial.