Small-Town Ways

Ammirati Puris Lintas broadens the role of the fictional residents of Latrobe, Pa., in its new campaign for Rolling Rock beer.
Like last year, the “mockumentary”-style spots celebrate the small-town quirks of Latrobe residents and herald the elements that contribute to the beer’s mystique: its green bottles, steeplechase and horsehead logos and the “33” insignia.
Comic Jim Gaffigan (shown here) returns, at a bowling alley, where he explains the symbolism of his green “rolling rock” that often seems to roll into the gutter.