In the brief span of 20 seconds, viewers of the new Brisk Iced Tea ad can learn the following: 90s nostalgia continues to fuel the marketing world, brands keep raiding their own vaults for modern-day inspiration, and Doja Cat means business when she asks for a sip of a cold drink.
Brisk, part of the Pepsi empire, has revived its famous claymation spots from decades past, adding notable twists that situate the work firmly in 2024. Its star, the Grammy-winning singer-rapper, is the first female lead in the storied campaign, a nod to women’s influence on pop culture and an appeal to the brand’s Gen Z target audience.
The unapologetic message of the spot, meantime, encourages fans “to put themselves first,” per the brand, tapping into the current obsession with self-care.
In the cheeky stop-motion ad, Doja Cat could save her frenemy from the clutches of a grizzly bear, but she swipes his icy can of Brisk instead. Moral of the story: he should have shared with her when he had the chance.
‘Wild, animated dream’
The brand has a history of touting “bold creativity and self-expression, and with Doja Cat bringing that energy to life, we’re giving fans permission to prioritize themselves,” according to Julie Raheja-Perera, general manager and vice president of the Pepsi Lipton Partnership North America.
Doja Cat, a self-proclaimed Brisk fan, said her transformation into a clay character “was like stepping into a wild, animated dream,” with the partnership being a fit because she “loves to express my art both visually and sonically.”
The new spot, dubbed “That’s Cold,” comes from creative agency VaynerMedia and director Peter Sluszka, using the ongoing tagline, “That’s Brisk, Baby.” A sample from Doja Cat’s hit “Demons” serves as the soundtrack.
90s comeback
It is the first appearance in more than 10 years of the Brisk claymation style, which initially launched in 1996 with ads from legendary shop J. Walter Thompson and later returned under Mekanism.
