Smirnoff gets very preppy with a new rap style video from The Prep-Unit (a gang of upscale private-school types who rap about the proper way to throw a tea party) is actually advertising for Smirnoff Raw Tea, a new product launch. Although the site does not exist yet [edit: meanwhile the site is online], and people are more than unsure if really Smirnoff Marketing put it out. You can find the highly requested Smirnoff Rap Video here on YouTube.
 
The viral video, which has become an overnight success, was more than 600,000 times within 10 days after the release. Although the website was launched about two weeks after the video came out and became the big viral hit it is.
 
The video was produced by the Bartle Bogle Hegarty agency and directed by music video veteran Julien Christian Lutz of HSI Production. Matt Ian, the copywriter, said the concept seemed in keeping with the overall marketing strategy, especially since the new Smirnoff product is billed as "tea with attitude." Art director Amee Shah, also from Bartle Bogle Hegarty said the agency "redefined the preppies as 'prep gangsters,' everything fell into place."
 
In the past few days, this video has garnered mainstream press coverage including stories on CNN. The 2:15 spot is a like a shrunken rap video featuring preppies instead of rappers. They talk about their life and lifestyle and make a soft pitch for Smirnoff Raw Tea.
 
Hip Hop Lover´s saw this videos like this one before with Dynamite Hack’s cover of NWA’s “Boyz in the Hood”. But the idea is definitely still funny though. It´s great seeing people just keepin it real.That’s the whole point of it. It is supposed to be bad but that is what makes it funny. I love the images, it is all just right: The shoes, pink and popped collars, tennis, sailing, stupid girls, daddy´s big car, incredible white villas...a great piece of work.