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Posts Tagged ‘Dr. Dre’

Method Man, Sour Patch Kids Roll Deep

You know what’s a real thug-ass candy? Sour Patch Kids, that’s what. Know how I know? Because Method Man, the 40-year-old rapper and actor of Wu-Tang Clan and How High fame, made a music video co-starring Sour Patch Kids running around his crib and messing around in his recording studio. If you don’t think teens and young adults can connect with this sort of product/celebrity placement on an emotional level, well, you just don’t get it.

From Mother NY comes the greatest Method Man-related collaboration since he teamed up with Mary J. Blige for the 1995 hit, “I’ll Be There for You/You’re All I Need to Get By.” This new track from Meth, “World Gone Sour (The Lost Kids),” will also be featured in a new Sour Patch Kids video game. However there’s no word as of now as to whether or not it will be featured on Method Man’s new album, The Crystal Meth, expected to be released this year after a string of delays.

To be perfectly honest, I’m amazed that Mother NY got a rap legend like Method Man to be the new spokesperson for this Kraft Foods candy brand, and I applaud Method Man for doing something more child-friendly as his focus is shifting from being a hardened representative of East Coast rap to being a family man. But, as has happened with names like Ice Cube, the target audience for this campaign doesn’t remember 36 Chambers or the impact that album had on the pop music landscape.

So, it’s kind of bittersweet that today’s youth might only think of Method Man as “that Sour Patch Kids guy,” as they probably already think of Ice Cube as “that TBS sitcom guy” or Dr. Dre as “that Dr. Pepper guy.” Admittedly, I saw Ray Charles play live before he passed away, and though I had heard of his impact on music (which was obviously much more significant than any of the aforementioned rappers) and in some way understood it, it was hard not to think of him as “that guy from the Pepsi commercials.” But, at the end of the day, maybe that’s alright. At least a new generation of consumers will know the stars of yesteryear in some way. Credits after the jump.

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We Hear: HP Parts Ways with 72andSunny

Sources are telling us that Hewlett-Packard and 72andSunny are no longer working together. If you remember, the agency created that rather amusing “Let’s Do Amazing” brand campaign last year starring Flight of the Conchords alum Rhys Darby, Dr. Dre and others. The agency said “no comment” when we inquired about their current status with the brand, but could this move possibly be the result of the new marketing leadership (starting at the top with new CMO, Martin Homlish) and/or a need to consolidate assignments elsewhere? Draw your own conclusions for now, but of course, HP still works with the likes of Goodby, BBDO, Draftfcb and McCann.

What we can confirm on the record is that 72andSunny did let go of five staffers across departments (from what we hear, this was not related to HP). A 72andSunny spokesperson says, “With the incredible growth that the agency’s had over the years, it’s normal that there will be some adjustments made.”