Black Rifle Coffee Teams With BJ Baldwin, Creates Better Film Than Hollywood

Matthew Guy
by Matthew Guy

Corporate tie-ups with successful gearheads aren’t new – witness any number of NASCAR sponsorships, for example – but those partnerships often just extend to a few photos of the star holding up examples of the product du jour and mugging for the camera.


That’s why it’s always a good day when the mashup results in a ten-minute film that's arguably better than some of the tripe trotted out by Hollywood. 


Bearing the title ‘Recoil Reloaded’, this marketing blitz is ultimately about selling coffee – namely cups of joe which probably have more jolt than most cups at yer local diner. Infusing the effort with adrenaline-fuelled chaos in the form of a 900-horsepower trophy truck and Porsche 911 Turbo S is alright in our books, especially when both those machines are flung around in the sand by an accomplished pro racing driver.


At the helm is BJ Baldwin, eight-time off-road racing champ and the only back-to-back Baja 1000 Ironman champion in history, driving the entirety of both races. The man has probably driven more off-road miles backward than most of us have forward. He pocketed last year’s Best in the Desert championship as well, winning half the events and standing atop the podium for five of them. 


Here's a link to the video.


Longtime readers of the site know we don’t parrot most marketing pitches sent our way, but the production value of this film is too good not to share. Gratuitous and unexpected incendiary devices, power slides, jumping a line of freight train cars, and flinging sand at Glamis are all part of the deal, making this a great way to fritter away a few minutes at yer desk or on yer phone this Friday afternoon.


A film of this ilk marks a return to the Recoil series of videos for Baldwin, escapades in which he used to fling a trophy truck around in these types of shenanigans. It’s been about five years since the last Recoil video, meaning there’s almost certainly a base of Baldwin fans who weren’t around when he teamed with the likes of Toyo Tires to launch his trophy Chevy around the Pacific Northwest or unleash 850 horsepower on the streets of Havana.


Black Rifle Coffee is no stranger to motorsport, sponsoring some big-name teams in NASCAR while also jumping on board with wheelman Travis Pastrana. Given the reception to this Recoil video, we doubt it’ll be the last time they partner with BJ Baldwin as well.


[Image: Black Rifle Coffee]


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Matthew Guy
Matthew Guy

Matthew buys, sells, fixes, & races cars. As a human index of auto & auction knowledge, he is fond of making money and offering loud opinions.

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  • Stephen My "mid-level" limited edition Tonino Lambo Ferraccio Junior watch has performed flawlessly with attractive understated style for nearly 20 years. Their cars are not so much to my taste-- my Acura NSX is just fine. Not sure why you have such condescension towards these excellent timepieces. They are attractive without unnecessary flamboyance, keep perfect time and are extremely reliable. They are also very reasonably priced.
  • Dana You don’t need park, you set auto hold (button on the console). Every BMW answers to ‘Hey, BMW’, but you can set your own personal wake word in iDrive. It takes less than 5 minutes to figure that that out, btw. The audio stays on which is handy for Teams meetings. Once your phone is out of range, the audio is stopped on the car. You can always press down on the audio volume wheel which will mute it, if it bothers you. I found all the controls very intuitive.
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  • Mike Bradley Advertising, movies and TV, manufacturing, and car culture have all made speeding and crashing the ultimate tests of manhood. Throw in the political craziness and you've got a perfect soup of destruction and costs.
  • Lou_BC Jay Leno had said that EV's would be good since they could allow the continued existence of ICE cars for enthusiasts. That sentiment makes sense. Many buyers see vehicles as a necessary appliance.
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