An oxymoronic concept - preppy hip-hop - is the basis of a viral video take-off that's taken off on YouTube.
Croquet, the Ivy League, yachts and Topsiders, among other preppy symbols that form the unconventional subject matter for a two-minute-plus "rap" viral video for Smirnoff's Raw Tea malt beverage, reports AdAge (via MarketingProfs DailyFix). Produced by Bartle Bogle Hegarty, the "Tea Partay" clip has become an instant (ahem…) hit, with nearly half a million views since it debuted on YouTube a weak or so ago.
Directed by music video veteran Julien Christian Lutz of HSI Production, the clip stars the "Prep Unit," a "gang" of preppies who rap about throwing a tea party "Raw Tea in the Parlor makes the ladies holler…" they intone - and quip: "We may be vanilla, but our labs are chocolate…"
The brand is rolling out in the Northeast, and the video is part of traditional campaign that broke last week, featuring billboards and radio ads. The BBH team is trying to capitalize on the success of the clip and is developing a "Tea Partay" manual and various promotions. The Tea Partay website launches next week.
