Drink Brawndo: It's Got Electrolytes!

By Rafe Telsch: 2007-11-27 22:16:43

I love Mike Judge’s work, but I was terribly unimpressed by Idiocracy which came from a good theory but lost its point and wound up far, far away from the genius social commentary that is Office Space. Sadly, now it looks like Idiocracy might wind up being as marketed and celebrated as Office Space was, thereby proving Judge’s point unintentionally.

Thankfully it’s not some of the blatantly bad elements of Idocracy coming to life. There’s no plans for an “Ow, my Balls” television show (not yet at least, although lets see how desperate studios get if the writer’s strike persists). Instead Redux Beverages is creating “Brawndo: The Thirst Mutilator”energy drink, which will hit stores later this year.

In Idiocracy, Brawndo becomes a replacement for water, leading to the death of crops which require good-old H2O for survival. Of course, everyone in the future is an idiot, so they don’t realize that’s the problem. Let’s hope modern consumers don’t think Brawndo is so awesome that it can take over for drinking water.

Redux’s product comes through a partnership with 20th Century Fox, who couldn’t be bothered to give Idiocracy a decent release when it was theatrical time for the movie. The packaging of the beverage will follow the movie, complete with the “It’s got what plants crave!” slogan.

Don’t think Redux came up with the product idea solely by the brilliance of Idiocracy. Maxim Magazine included Brawndo as one of the top ten movie products they wish they had. Now it’s real. Hopefully the decline of mankind won’t follow too closely at hand, although letting Maxim dictate what products become real might be the first step to that future.

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ohnoes
September 12, 2008 at 23:18

it has what i crave!

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bleh
April 28, 2008 at 17:40

BRAWNDO IS THE SHIT!

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Dan
April 17, 2008 at 18:25

After watching this movie, it reminded me of the Obama campaign.

What do people crave? Change
What's Obama for? Change
What will Obama change? He'll give people what they crave!
What's that? Change!

The democrat's really rely on their constituents to act exactly like the people in Idiocracy. And they'll never change......

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john
February 21, 2008 at 14:06

there alreay is ow my balls, it's called jackass.

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Manbaby
January 24, 2008 at 12:51

America's funniest Home Video's = Ow, my balls

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U-NO-POO
January 18, 2008 at 19:55

BRAWNDO HAS ELECTROLYTES

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Idiocrat
December 16, 2007 at 20:13

"Thereâ€™s no plans for an â€œOw, my Ballsâ€ television show "

Spoken like someone who's never seen "Maximum Exposure" or "Whacked-Out Sports", available on over-the-air (rabbit-ears) syndication in many markets. Google or Wikipedia for both shows.

Seriously, either of them are as close to "Ow, My Balls!" as have ever been aired.

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FUx0R
December 16, 2007 at 17:39

Well, look at it this way, at least they haven't tried to make a sofa with a built-in toilet. . . yet!

Not to mention, I think the creation of Brawndo is. . . fucking awesome to say the least.

And I really have to agree with Bob. People who didn't enjoy the movie for what it really pointed out were the ones being pointing out.

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not sure
December 16, 2007 at 14:53

jayemay: anything could happen in the next 500 years, so don't sound so concerned. clearly, this is the just the beginning of something completely awesome

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SteveOC
December 13, 2007 at 23:09

Go Away !
Batin' !!

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jayemay
December 12, 2007 at 14:22

Am I the only one bothered that Brawndo is being brought into existance as an Energy Drink, rather than as a Sports Drink as portrayed in the film?

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Mitchell
November 30, 2007 at 02:12

Well what's next people named Upgrayedd

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adubmatic
November 29, 2007 at 22:10

The movie is funny but only because of of judge's ideas and the performances. Its obvious with all the voice over and montages that they took the project away from Judge and just used what they had to finish it and release it..Still pretty good though

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Steve
November 29, 2007 at 17:56

I agree with Bob and Amanda. I found myself laughing throughout the movie. It's funny because it is absolutely within the realm of possibilities. The shows currently on most peoples' "must-see" list would have been ridiculously implausible 15-20 years ago.

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Bob
November 29, 2007 at 15:53

If you didn't think Idiocracy was a brilliant social commentary, you are EXACTLY the type of person it was commenting about.

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Amanda
November 29, 2007 at 13:03

If you compare it to Office Space, of course it's not going to match up. Office Space is now a cult classic. Many will like it more solely because it is easier to relate to than Idiocracy.

In my opinion, the brilliance of Idiocracy was more in how terribly accurate everyone managed to play the role, than in cinematic or scripted genius -- you already see things like this today, but you realize just how frequently when you see it in such an isolated situation. I think Judd did an excellent job pulling out aspects of our culture today and combining them in an almost plausible way that created a horrifying (though hilarious) distant future.

Personally, I think I would buy this product just so I could be thinking to myself all day "Brawndo: THE THIRST MUT-IL-A-TOR!!!!" in announcer-like fashion. It will keep me happy and satiated... It's got what people crave too.

(Electrolytes.)

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Brian Austin Green
November 29, 2007 at 13:01

It already is. They call it "The View".

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Nathan
November 29, 2007 at 13:00

i'm glad someone else is making the Electrolytes joke other than myself. advertising 'electrolytes' in beverages is equally as bad as toothpaste advertising 'oxygen bubbles'.
kudos on a funny article that could've been - or perhaps should've been - much more cynical.

also, Pete, you may be the perfect consumer. congrats!

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Vic
November 29, 2007 at 12:59

Brought ot you by Carl's Jr. - "Carl's Jr. - Fuck you, I'm eating!"

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Pete
November 29, 2007 at 04:20

I'd like to see ''Ow, my Balls'' on television!

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