"Creativity, Celebrity and Brand Strategy: A Brisk Discussion of Ozzy and Machete" takes place at 4:30 PM Monday at the Austin Convention Center's PepsiCo Plugged-In Stage.
What happens when you blur the line between advertising and entertainment? In the case of "Brisk Machete," a minute-long stop-motion video in which Danny Trejo reprises his role in Robert Rodriguez's Machete on behalf of Brisk Iced Tea, something very funny indeed.
The "Brisk Machete" video, which first appeared on YouTube in late December, kicked off a campaign for Lipton Brisk iced tea—a brand that last advertised ten years ago in a still-remembered stop-motion campaign. Last summer, with sales already rising dramatically, the brand managers at PepsiCo decided to kick things up a notch. They went to Mekanism, a San Francisco-based creative agency well known for its animation work, with the idea of reviving the stop-motion campaign.
Henderson had just been to the downtown LA premiere of Machete, where he saw Trejo ride up on his chopper at the head of low-rider procession. So when Mekanism suggested a Machete take-off to launch the Brisk campaign, it seemed like serendipity.
Trejo was game, and Rodriguez gave the project his blessing. But as Trejo eventually discovered, there are responsibilities that come with being a spokesLatinsuperhero. The other day he was outside a 7-11 in the San Ferdando Valley when a little girl walked by with her mom. When the girl realized he was drinking a Pepsi, she did a double-take and declared in the most gravelly voice she could manage, "That's not Brisk, baby!"