Last summer Google started distributing their Google Glass to select “Explorers” for their “If I Had Glass Campaign.” Among those who loved the product was renowned chef and food-truck pioneer Roy Choi, whose famed Kogi BBQ truck, where his Korean-Mexican tacos are a star, is a fixture in Los Angeles. Choi, whose pedigree includes stints at Le Bernardin and the Beverly Hilton, enjoys working with Google Glass because he can search for and follow along with recipes using only his voice — quite useful when your hands are covered in salsa verde, kimchi, or curry paste.
For a new spot by agency Anomaly and production company Decon, Choi decided to reinterpret Irish cooking in honor of St. Patrick’s Day. He searches for recipes and puts his own spin on the classic corned beef and cabbage, turning it into the “East Los Leprechaun Burrito,” which includes plenty of the celebrated chef’s own signature touches (yes, it has kimchi). In the process, Choi demonstrates the Glass’ capabilities, including when he’s interrupted by a phone call, and seamlessly switches from recording his recipe to the call at hand and back. The 1:50 spot is a lot of fun, and succeeds at making the Google Glass look like a product with appeal beyond neckbeard-sporting tech nerds. If watching the spot leaves you hungry for an “East Los Leprechaun Burrito,” fear not, we’ve included the recipe, along with credits, after the jump.
EAST LOS LEPRECHAUN BURRITO
From: L.A. Son: My Life, My City, My Food by Roy Choi
Carne Asada Corned Beef
2 tablespoons kosher salt
Juice of 1/2 lemon
Juice of 1/2 orange
Juice of 1 lime
1/2 cup sugar
3 garlic cloves, peeled and smashed
1/2 cup red wine vinegar
1/2 cup whole dried chiles de árbol
11/2 whole dried guajillo chiles
1 cup roughly chopped fresh cilantro
2 quarts water
1 pound beef brisket
Potatoes Anna Banana
4 tablespoons (1/2 stick) butter
1/4 cup vegetable oil
2 medium-size Idaho potatoes (about 8 ounces), peeled, thinly sliced into disks, and held in water
Kosher salt and freshly ground black pepper
Couple of sprigs fresh thyme
Couple of garlic cloves, peeled and crushed
1 1/2 tomatillos, charred
1 1/2 cups roughly chopped fresh cilantro
1 1/2 serrano chiles, with seeds
1 1/2 jalapeños peppers with seeds,
Juice of 1 lime
2 1/2 garlic cloves, peeled
1/2 cup roughly chopped scallions, charred
1/2 cup natural rice vinegar (not seasoned)
1 cup minced kimchi
1 tablespoon butter
1 pack of 12 inch flour tortillas
Finely shredded cheddar cheese
Extra Virgin Olive Oil
Brisket: In a large pot, combine all the brine ingredients. Bring the brine to a boil, then remove from the heat and let it cool. Add the brisket to the cooled brine (if you add the meat to the hot brine, the meat will cook instead of marinate). Place the pot in your fridge and marinate the brisket, uncovered, in the brine overnight.
The next morning, set the brisket (still in the brine) over high heat and bring to a boil, then reduce the heat to a simmer and cook, uncovered, until the brisket is tender, about 1 hour.
Remove the brisket from the pot, discarding the brine, and let them cool. Once the brisket has cooled, roughly chop it into small pieces.
Potatoes Anna Banana:
Preheat the oven to 400°F.
Place a 10-inch cast-iron skillet over very low heat and add the butter and oil to the pan. When the butter has melted, drain and pat dry the potatoes and begin to layer them in the pan in concentric circles, overlapping them a bit. Generously season the first layer with salt and pepper and continue to layer the potatoes, being sure to season the potatoes between layers. The layers don’t have to be perfect—they can be a little sloppy, even, so long as they cover the bottom of the pan. And it’s okay if the butter and stuff bleeds into everything.
Turn up the heat to medium-high and start to get some action in the skillet. The potatoes on the bottom of the pan will start to brown, and that’s what you want. Cook until they’re nice and crispy, about 10 minutes (check to see how they’re doing by grabbing a spatula and lifting up an edge to take a peek). Then place a plate large enough to cover the pan, or a cookie sheet if you don’t have a plate that’s big enough, over the pan and flip the skillet so the potatoes are crispy side up on the plate. Being careful, slide the potatoes, crispy side up, back into your pan and return it to the heat.
Cook the potatoes just a little more, then place the thyme sprigs and crushed garlic cloves all over the potatoes. Pop it all into the oven for 5 minutes.
Out of the oven, transfer the potatoes to a plate, remove the thyme and garlic,
Salsa Verde: Combine all of the ingredients for the Salsa Verde in a blender or food processor and puree.
To assemble Burrito:
Cook minced kimchi with butter in a pan over medium heat. Stir kimchi until caramelized and charred. Set aside.
Heat the oil on the plancha and cook tortillas over medium heat for 30 seconds to crisp up, then flip. Remove the tortilla to a cutting board.
Add more oil to plancha. Add the brisket to the plancha, cooking for about 3 minutes until the meat is caramelized. Season with salt and pepper.
To bring everything together, place potatoes, brisket, kimchi, cheddar cheese and salsa verde in the center of a warm tortilla. Fold in the sides and tightly roll to form a burrito.
- 'Johnny Football' Goes Lululemon in Snicker's Spot
- DDB's Rodgers Townsend Agency Livens Up the Office for The Hartford
- Toth+Co Enlists Drew Brees for Wrangler
- David Fincher Spots Expand on New W+K Gap Campaign