When Vanilla Ice sang, “Ice, ice, baby,” perhaps the lyrics referred to iced coffee. At least, one might assume as the rapper lends his name to the latest campaign from Super Coffee, a zero-sugar bottled beverage with a new line of vanilla flavored coffees.
The 30-second spot created in-house features a young Vanilla Ice lookalike rushing to supermarket shelves to hoard Super Coffee’s latest flavors. Onlooking store workers explain, “He thinks once everyone finds out there’s a zero-sugar, sweet and creamy protein coffee that it’s gonna sell out.”
The doppelganger bursts into dance with a cast of workers and shoppers to a revamp of “Ninja Rap,” instead chanting, “Go Super, go Super, go!” The camera cuts to the actual Vanilla Ice standing with two bags of his namesake (ice) in hand. “What the fu—,” he says, cut off by a product card.
“We believe the theater of the absurd is actually a grocery store,” said Super Coffee Chief Creative Officer Chad Portas in a statement. “One with a secret portal to 1991 and never-ending aisles of flashing flavor. We ultimately decided that the only thing cooler than our Iced Vanilla, is three Iced Vanillas,” he added, referring to the brand’s Iced Vanilla Latte, the 1991 version of Vanilla Ice hoarding the iced lattes and current-day Vanilla Ice plus actual ice.
The spot will air across streaming platforms, including Hulu, Roku, YouTube, AppleTV and Spotify, throughout the summer to promote the brand’s new flavors, including cinnamon roll and blueberry muffin.