Straight outta Cape Cod and keepin’ it real is Prep Unit, a trio of New England gangsters, or “prepsters”, whose video Tea Partay has been notching up a massive amount of hits since its recent online release. BBH New York are behind this well-produced viral for Smirnoff’s Raw Tea which essentially takes all the clichés of blinged-up gangster rap at its finest and adorns them in pastel knitwear and boat shoes. “Yo yo! Where my WASPS at?” hollers the first Ivy Leaguer to take the mic in, what turns out to be, a pretty infectious little number – the main refrain of “Let’s have a tea paaaartay” ending up lodged in your brain for most of the day. The funny thing is, in the multi-million dollar industry that is 21st century rap, most of its leading exponents probably aren’t too far removed from enjoying the lifestyles satirised in this spoof (we’re reminded of the Beastie Boys’ less-than-streetwise pasts as sons of an art dealer, a playwright and an architect respectively). Indeed, thinking of Mr Diddy kicking back with a raspberry iced tea and the best line in the song – “We sail yachts and we ride on horses / every meal we eat comes in multiple courses” – could almost be one of his. Director: Julien Christian Lutz. Production company: HIS Productions, New York. More at www.teapartay.com
More from CR
Alan Fletcher, one of the true greats of graphic design, died last night. He had been diagnosed with cancer 18 months ago but, characteristically, did not want people to know that he was ill.
As a founding member of both Fletcher Forbes Gill and Pentagram, Fletcher had an enormous influence, not just on British design, but on graphic design the world over. During my time as editor of Creative Review I was very fortunate to have got to know Alan. As well as being supremely talented, he was wonderfully warm, funny and the most tremendous company.
In a world of instant celebrity and unearned adoration, Alan was the real thing.