Brisk Releases Cans Of Whup Ass For 'Hobbs & Shaw'
by Rudy Sanchez on 08/02/2019 | 2 Minute Read
In 2001, the world was given a taste of import tuner car culture, albeit through the typical Hollywood filter, with the film The Fast & The Furious. The series, now its 8th installment, has shifted gears somewhat, trading some of the signature horsepower and torque for spies, cyberterrorists and international mercenaries. The first spin-off in the series, “Hobbs & Shaw,” finds Dwane Johnson and Jason Statham reprising their titular roles, teaming up to save humanity from bioterrorists with a genetically-enhanced super-soldier played by Idris Elba. Suddenly a story about an illegal street racing gang that moonlights stealing DVD players off moving semis doesn’t seem so far-fetched after all.
Brisk Iced Tea and Universal Films have also teamed up, bringing to life a line said by Johnson’s character Luke Hobbs by creating literal cans of “Whup Ass.”
The blue cans feature the rivals-turned-partners in a menacing action star pose on one side and a careening supercharged muscle car on the other. The kinetic energy the label’s design exudes both the signature briskness of cold iced tea and the fast-charging action the Fast & Furious franchise is known for.
Brisk also dropped a limited-edition set of the cans housed in a supercharger display case created by PepsiCo Design & Innovations that was inspired by some of the whips you’d find in Hobbs Custom Garage.
To debut the new can design, Brisk sought out aspiring filmmakers to create a digital ad starring pro-wrestler star and actor Roman Reigns, who plays Mateo, one of Hobb’s brothers in the film. The winning ad was created by Evans Alexandre and selected from several entries. Alexandre also received a summer mentorship with “Hobbs & Shaw” director David Leitch and a grant to further his creative projects.
The custom cans of Whup Ass are available through sweepstakes, social media giveaways, select retail activations, and early screenings of the Hobbs & Shaw film, so no need for speeding to the store and blowing the welds on your intake manifold.