BAR-S Iconic Summer Mashup
Baby got buns Ft. VANILLA ICE
We put Vanilla Ice on a 20-foot hot dog to proclaim how great Bar-S tastes.
Brand and Creative Strategy, Copywriting and Concept Development, Graphic Design and Art Direction, Video Production, Public Relations, Influencer Activation, Social Media Strategy and Content Production, Digital and Traditional Media Planning and Buying, Web Design and Optimization
The Challenge
How do we go louder with the Bar-S brand during the—literally—hottest sales period of the year?
The Solution
We leaned into the resurgence of nostalgic culture by teaming up with iconic ‘90s star Vanilla Ice to put a sizzling new spin on Sir Mix-a-Lot’s hip-hop classic, “Baby Bot Back”.
The result? A hot, juicy, and hilarious summertime parody anthem.
The Logo
The Iconic Summer Mashup campaign deserved an iconic logo to match. Our goal was to keep the logo consistent with Bar-S brand colors, while still feeling as catchy as the music video itself.
The Teaser Video
With the logo complete, the next step was for the Iceman to announce his resurgence in style.
The Entries
In our teaser spot, Vanilla Ice called on fans to tell him why they should be in the Bar-S music video. And boy, did they respond.
The Music Video
A month later, we chose a contest winner, packed up for L.A., and worked with Rob van Winkle (yes, Vanilla Ice has a real name) to officially drop the hottest single of the summer.
The Supporting Ads
Social and digital banners were used to first get fans fired up for the contest, and then drive users to watch the music video once it was live.
And for a more modest budget than our first campaign, the numbers didn’t look too shabby.
The Results
