We realize that this story has already been making ripples throughout the blogosphere, but since we’ve been taking a bit of heat for it, we thought you might like to hear our side of the story. You see, a couple of months ago we were approached by the Café Bustelo corporation to film some TV spots in part of their campaign to reach a younger, hipper demographic. In light of the recent trend of television advertisements featuring not only the music, but the personalities of notable indie bands such as Of Montreal, Art Brut, and Mates of State, the prospect didn’t seem that strange to us.
So we said yes, but we made sure to do it on our terms. Instead of using some bogus script, we decided to let the Café Bustelo crew into our world and document our practice sessions. This made it possible for us to speak candidly about their product, which was obviously a big part of our lifestyle even before they asked us to take part in their promotion. We’re actually proud of these, and honored to be featured alongside the likes of Deerhunter and Los Campesinos! (who also took part in the campaign), but we’re posting them here so you can judge for yourself.