While Eminem had been a celebrity endorser holdout until Super Bowl XLV, the Brisk spot marked his second star turn for the day. (He also starred in Chrysler's epic ad about Detroit, "Born of Fire.") In this ad for the Pepsi Lipton Partnership's Lipton Brisk, however, Eminem gets animated -- literally.
The stop-motion spot features claymation Eminem talking about his rules for doing commercials and why they usually don’t happen. Of course, in this case, he proclaims the product “damn ... pretty good.”
It had been a long time since Lipton Brisk brought its claymation campaign to the Super Bowl -- 2002, to be precise, when it "fired" its claymation puppets because the product had gotten so good it sold itself ("Puppet Revolt"). But Brisk had set the stage for a comeback with two Claymation ads in the preceding months featuring versions of singer Ozzy Osbourne and tough-guy actor Danny Trejo. (Less ostentatiously hesitant endorsers than Eminem, Ozzy also entertained Super Bowl viewers that year in Best Buy's "Ozzy vs. Bieber," while Trejo would make Snickers' "Very Brady" work like a charm in 2015.)
The Brisk Eminem ad was one of the few Super Bowl spots in 2002 to drive viewers to Facebook, with a final screen promising “more at Facebook.com/Brisk.” Facebook was in the air, though: Chevrolet used one of its ads that game to promote a car that checked the service for you ("Status").
Mekanism, San Francisco, created and produced the spot.
Director and executive creative director: Ian Kovalik. Director of photography: Tim Rayel. Art director Dieter Wiechmann. Copywriter and creative director: Andre Ricciardi. Agency producer: Jason Harris. Account Supervisor: Michael Zlatoper.
BRAND: Lipton Brisk
QUARTER AIRED: Q1