Ad Plays on 'Jailhouse Rock' Theme With Jailed Rockers
NEW YORK--J. Walter Thompson trades karate kicks for guitar licks and a hip-hop version of "Jailhouse Rock" in the latest incarnation of its "That's brisk, baby!" campaign for Lipton Brisk iced tea.
Continuing its use of Claymation-like characters, Lipton Brisk 2000 features musical icons who span 50 years: Elvis Presley, James Brown, Willie Nelson and Coolio. And for the first time, the client has added a print element to the mix.
Each print ad plays off a character in the TV spot, which breaks nationally today on shows such as Ally McBeal and Felicity.
An ad featuring Coolio, for example, shows the hip-hop star with gravity-defying braids in front of a brick wall adorned with graffiti reading, "Yo yo yo. That's brisk, baby!" In another, a smiling James Brown stands alongside copy that reads, "Yeeow. That's brisk, baby!"
The print work will appear in music and entertainment magazines, including Rolling Stone and People.
Both the print ads and TV spot flag the brand's Web site, which is designed by digital@JWT. The interactive unit also created banner ads for the campaign, which is backed by an estimated $15 million in spending.
"What we've tried to do now is really make the campaign integrated both online and offline," explained Michael Hartman, director of marketing on Lipton Brisk--a joint venture of Pepsi and Lipton--at PepsiCo in Purchase, N.Y. As a result, consumers can see the TV spot on the Web site, as well as behind-the-scenes footage of the shoot.
The spot opens in a prison, with a sweaty, dejected Elvis--circa 1958--seated on a cot inside his cell. "I'm bluer than my suede shoes," he groans.
Enter James Brown, with a can of Lipton Brisk stashed inside a book. "This will make you feel good --Hehhh!" Brown yelps, to which Elvis replies, "Mercy."
Elvis then breaks into song, with an overdub by Coolio ("That's right. Yeah. Yeah.") and slide guitar from Willie Nelson. In the end, the can is turned into a license plate.
"The idea is simple," said group creative director Mickey Paxton, who steered creative with his
partner, David Smith, a copywriter.
" 'Jailhouse Rock' with real jailed rockers."
Brisk's last TV spot centered on a showdown between the Karate Kid and Bruce Lee. "Jailhouse Rock" will run through early next year.