"Method in the Minus"

22 October 2024

30s

Science abuse.

Japanese beverage company Suntory use liquid nitrogen to freeze lemons at minus one hundred and ninety six degrees Celsius. Not for shits and giggles, mind, but to make a vodka seltzer born from "serious science". Do agency Droga5 and directors Fatal Farm make a serious commercial to boot? Not a chance.

The Suntory scientist's hard work is reduced to a song that goes like this: "Lemon freeze it, crush it, squeeze it, mix it, minus one-nine-six it." To make matters worse, it's sung by a giant lemon geezer who knows how to get a house party started. In a sweet sour touch, the egghead's frustration is only temporary ("I could never stay mad at you").

It's a super introduction to a brand that says trust the process, but also take the mick out of it from time to time. When life gives you a lemon that sounds like your mate down the pub, let it DJ.

UK

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