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An Outdoor Ad That Stopped Me in My Tracks


Espolon Tequila
My friends and followers know how much I like to share pictures on Facebook, Twitter and Instagram, many of which I take during the course of my long runs. These pictures are taken almost everywhere I go, from the trails of the Assabet River National Wildlife Refuge in Sudbury, one of my favorite places to run, to the streets of Boston, where I log plenty of miles after work during the week.

Honestly, if I had my druthers where to run and shoot pictures, it would have to be a toss-up. I like the variety of my routes. I see as much color and scenery while running in the city as I do in the country.

One of the pictures I took in the city recently was of this wicked cool illustration on the side of the International Bicycle Center store on Brighton Avenue in Allston (MA). I had run by it a bunch of times, always going by it so fast that I couldn’t actually tell if it was just some miscellaneous display of graffiti or an actual ad, before I stopped to admire it one evening. After sharing my picture of it on Twitter, I received a quick reply from my friend, @eric_andersen, and another one from @EspolonTequila, who was responsible for this awesome work of art.

While I haven’t tried Espolòn Tequila, I’m certainly impressed with how the company is going about promoting it on the street, not to mention how they reached out to me on Twitter. An illustrated outdoor ad such as this one – replete with the hashtag, “#LetsStirThingsUp” – is a clever way for a brand to make an impression on its audience. It’s cool enough to blend in with urban culture, yet different enough to get the attention of someone like me. It’s new marketing at its finest.


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