Most beer companies are jumping on the hipster-bandwagon, but South African brewer Garagista Beer Co. is fighting it head-on, although in an ironically non-conformist way; anywho, the ads are awesome.

The local company is positioning itself in the fight against the hipster craze, challenging on the typewriter-hording, suspender-wearing, selfie-taking subculture with a brilliant video and some great print ads.

Check them out below:

See all the ads and full story on AdWeek.