Spiels On Wheels

Summer in the city means getting out, having fun, seeing and being seen. So what better time for style-conscious makers of liquid refreshment to do the same? That’s the thinking behind SoBe’s new Try Everything Fleet courtesy of hybrid marketing agency Motive: four retro rides repainted and reimagined to function as the ultimate streetside tasting stations.

Chicago and Denver get El Lagato, a Chevy El Camino-turned-gaming station with retro Atari games on iPads. (If only that came standard.) Portland and Seattle play host to a Dodge Coronet that’s been converted into a mobile Tiki Bar. Beaches around Los Angeles will be visited by an International Scout sporting a fully functional screen print shop and a custom paint job courtesy of LA street artist, Chase. And New York will host a Dodge A100 van outfitted with DJ Academy turntables, iPad kiosks and an interior-mounted big screen. Sure, it’s no Kate Upton staring contest, but fun just the same.  Let the scratching, screen printing and SoBe sampling begin.

About Wade Sturdivant

Creative Director/Copywriter at The Richards Group, Wade spent his formative years in Chicago (DDB, Leo Burnett) and has worked on accounts as diverse as BMW, Firestone, Bud Light, McDonald’s, Kellogg’s and the U.S. Army.


  1. This is fantastic! When is it coming to Denver?