Vanilla Ice is ice cold in hilarious beer campaign

If seeing is believing, it looks like the '90s are making a comeback. 

 

When ‘90s rapper Vanilla Ice popped up in this spot for New Zealand beer Export Ultra, for a second, Ad Nut literally did think we'd all been transported to the bygone era. You know, back when 'ice, ice baby...' would swirl in your head ad nauseam. Don't even try to resist humming along, it's futile. 

 

But the random reemergence of Vanilla Ice isn't to launch a new single or unleash a new rap hook that gets stuck in your head for decades, it's to launch the Export Ultra Cold Call Back Service—a service designed to help New Zealanders show up before their beers blow up. Ad Nut is not making this up. 

 

Apparently, over the last 12 months, more than half of people in New Zealand have accidentally frozen a beer. And Kiwi beer brand Export Ultra launched a service that stops you accidentally exploding your beers in freezers.

 

Joining the fun is easy for people living in New Zealand: Simply place your beer in the freezer, text ‘ICE ICE’ to 423, and in 34 minutes, you’ll receive a call from Vanilla Ice himself, reminding you to check your beer before it turns into a frosty disaster.

 

The main man even has a rolling series of summer messages planned such as bespoke rhymes for Valentine’s Day ('Roses are red, violets are blue, ya boi Vanilla Ice got a reminder for you') and a pledge for Christmas ('I do my calls like I do my Christmas presents… they always come (w)rapped'). 

 

The campaign TV spot shows Vanilla Ice at his Miami mansion going about his daily activities, where he casually polishes his impressive record collection and tends to his expansive 10-acre garden, all while making calls to residents in New Zealand to remind them to check their beers before they explode in the freezer.

 

 

Jonathan McMahon, chief creative officer at Special New Zealand who led strategy, creative ideation and production, said: “We’ve all been there. You put beer in freezer to chill while you chill. But you chill too much, and they chill too much and then… boom. And as Vanilla Ice would agree, that ain’t chill. Luckily the rap legend is now here, all summer long, to personally call every New Zealander who needs a reminder to take their Export Ultra out of the freezer.

 

"And luckily the Export Ultra team have a great ambition to save beer, a brilliant sense of humour and a strong desire to free up their drinkers so they can enjoy their summers in this wonderful beer garden of ours."

 

Vanilla Ice’s Export Ultra Cold Call Back Service will be saving Kiwis’ beers from December 2024 through to February 2025, because a frosty beer is cool, but a frozen beer? Ice-cold heartbreak.

 

Very unexpected, very random, but very cool. Ad Nut would ordinarily shun a celebrity-fronted ad, but who else could front such a campaign?

 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.