Now introducing Brawndo, as seen in Idiocracy… wait, what?!

Your guess is as good as mine as to how far off the scale of the irony-o-meter the following is, but we should first establish a few facts. 1) Early last year, Mike Judge, creator of Beavis and Butthead and King of the Hill, made Idiocracy – an erratic but often wildly funny account of the final triumph of the congenitally stupid, set in an all-too plausible future America. 2) Judge directed the film for Fox, despite previously having been badly scalded when the studio allowed his fine corporate satire Office Space to sink without trace, unpromoted and abandoned. 3) Late last year, Fox allowed Idiocracy to sink without trace, unpromoted and abandoned.

And now, let’s hurtle back to the present, pausing only to note that in Judge’s movie, the end of civilisation was hastened by energy drink Brawndo: The Thirst Mutilator – a toxic-green swill whose popularity eventually made water redundant, leading to the collapse of American agriculture. Because, while Idiocracy now languishes in unwatched semi-cultdom, Brawndo has become a reality – thanks to none other than Fox, which has joined forces with drinks retailer Redux Beverages to launch this lemon/lime flavoured confection of caffeine, guarana and electrolytes, the whole sorry process having been documented by pullquote and Spout Blog, with the website available here.

In summarising, I gladly defer to Spout Blog’s Karina Longworth: “So, to recap: Fox wouldn’t support a film about Brawndo, the energy drink that destroys plants, debases the human race, and makes those who drink it ‘win at yelling’, but they are now putting wholehearted support behind the actual drink.”

Words fail me.

Well, not really… there’d be no point in this post if they did. Seriously, though, I’m wondering what the hell went through the minds of the braintrusts at Fox who came up with this idea. It’s like they completely missed the point the movie when they decided to market this product. The only other thing that makes sense to me is the fact that they DID get the point of the movie, and are hoping that those who buy the real-life Brawndo DIDN’T get the point of the movie.

The thing that scares me is that it occurs to me that both scenarios are equally likely.