• by Fern Siegel , 6 hours ago

Bowling dates back to ancient Egypt, and author Washington Irving even mentions it in his classic story “Rip Van Winkle.” Bowling lanes were installed in the White House in 1948 as a gift to President Harry Truman.

Today, Bowl.com estimates as many as 70 million people bowl at least once a year. 

To make it a more regular activity, Poke the Bear has launched a new spot for the Bowling Proprietors’ Association of America. The message: “Don’t Go Boring, Go Bowling.” Andy Mahr and Ashton Rodgers directed. 

The campaign rolls out across TV, print, digital, and social. It highlights the fun of the game — not an individual's skill set. Or as the spot notes:  “It's mischief for the masses.” Additional major media placements across Nascar and other sports and entertainment events are scheduled in 2026.

The creative just touts the brand — Go Bowling. To catch the action, the agency mounted a GoPro inside the pinsetter to record a strike.

Bill Milkereit, Poke The Bear co-founder, told Agency Daily: “We landed on a simple truth that sums up the sport's true awesomeness: You can suck at bowling and still be awesome at bowling. That was the basis for the entire rebranding effort. We all get in a social rut. Ironically, bowling instantly yanks us out of our lane. The second someone suggests going bowling, it's on. And it has very little to do with balls and pins. Our clients get credit for resisting blending in with fake smiles and fake high-fives and just tell it like it is.”

Poke The Bear's client work includes See's Candies, Johnsonville, Chick-fil-A and Land.com.