The city of Lethbridge, Alberta is also known as the “Bridge City” for the High-Level Bridge which crosses the Oldman River Valley, or alternatively, shares the name of “The Windy City” with Chicago, due to its frequent windstorms. But it’s also known for its cowboy spirit. The PBR Canada debuted 23 years ago at the VisitLethbridge.com Arena and has continued making its mark by hosting one of Canada’s top country music artists and Lammle’s partner – Brett Kissel.
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With the support of Lammle’s and PBR Canada, the next chapter began to take shape for Brett’s new single and music video for ‘Can’t Keep a Cowboy Down.’ Brett and his team, award-winning filmmakers Travis Nesbitt and Codi McIvor took part in a behind the scenes experience at the PBR Canada Cup Series event. There, they got to reconnect with the bull riders and bullfighters who supported Brett’s music video and Lammle’s commercial for ‘Cowboys & Dreamers.’
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The night began with Brett Kissel taking part in a PBR Canada Facebook Live interview with Alisha Erickson, where he reshared his bull riding experience with fellow bull rider, Ashton Sahli and bullfighter, Brett Monea – both featured in the Lammle’s video.
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Brett took the opportunity to take in the action with boots on the ground helping to secure the bucking shoots for the bull riders and bullfighters during the high-paced action. He was welcomed into the locker room to visit all the riders, including legends like past Champion bull rider, Cody Snyder and past Canadian Finals bullfighter, Jason Davidson – who is now PBR Canada’s General Manger.
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Concluding the event, Brett was given the reins to the arena floor. With the help of PBR lighting tech, Cody Mazerolle and pyro legend, Geoff Baccus, the stage was set with rings of fire and circles of lights. As the song dropped over the speaker, Brett performed in front of the bucking shoots – kicking the flames and reenacting the moment of winning a PBR championship. A small crowd of PBR staff gathered around including announcer mainstays Brett Gardiner and David Paulson. The shoot drew a special feeling for what is to come.
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Lammle’s and Brett Kissel are back in the dirt later this year for the next chapter in our story of welcoming everyone to the West. Stay up to date for all the latest insights and stories on Lammle’s Instagram and Brett Kissel’s Instagram channels.
Welcome to the West – Part II.
Photography by Covy Moore/CovyMoore.com
