Ice-T Goes Full O.G. for Lipton With 'Ice Tea Insurance'

As dope as he wants to be, b*tches

Ice-T brings the cheeky chill for Lipton, hawking “Ice Tea Insurance” in the Netherlands and Belgium via TBWA\Neboko.

When dining at an outdoor cafe, “If you get served with anything other than the O.G., we’ll give you an original Lipton Ice Tea for free,” he says in the clip below.

Dude’s the original gangster. So’s Lipton, apparently. And if you’re slurping some other fru-fru brew, Ice thinks you’re just a “little fake-ass b*tch.”

His cheeky-profane performance kills. So does the bit where a twenty-something spots him and asks a friend: “Who is that boomer?”

This marks Lipton’s second smart, snappy spot in recent weeks, following its dippy pirate epic from May.

“When you order an iced tea at a bar or restaurant, you don’t always get a Lipton Ice Tea, which can sometimes lead to disappointment,” says senior brand manager Manon Lanckneus. “With this campaign, we’re backing our fans, and giving the hospitality world a little nudge that when people say ‘iced tea,’ they often mean us.”

Max Barden directed via Czar Amsterdam.

“Our creative team came up with a crazy idea,” Darre van Dijk, CCO at TBWA\Neboko, tells Muse. “It sounded hilarious and unexpected, yet still doable: Take a picture of your fake iced tea and get the original, a Lipton Ice Tea, for free.”

“And when you’re thinking about ‘original’ and talking ‘fake-ass’ rip-offs, you’re already speaking the language of hip-hop. Which brought us to Ice-T.”

“As you can imagine, we had the most fun making it,” van Dijk says. “And when you have fun making advertising, the consumer feels that, too.”

The campaign runs through the summer on OLV, social media and OOH.