Brow Beat

Ben & Jerry’s Will Begin Serving Ice Cream Burritos on 4/20

Two of Ben & Jerry’s BRRR-itos, to be released on April 20.

Have you ever gotten high, eaten a Choco Taco, and wished it were bigger? If so, Ben & Jerry’s is thinking of you with its BRRR-ito, which the ice cream chain announced with a parody of Apple’s famous 1984 Super Bowl ad. Here’s the original, featuring an athlete who hurls a hammer through a screen on which an Orwellian Big Brother figure is propagandizing. The ending: “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984.’ ” And here’s Ben & Jerry’s version, which promises that “4.20 will be exactly like ‘4.20.’ ”

Ben & Jerry’s has made a very targeted pitch here, but count me among the many non-stoners who will surely line up to try the BRRR-ito. Granted, it’s not a revolutionary idea—it consists of two scoops of ice cream, “topped with a fudge drizzle and cookie crumbs, all wrapped up in a soft and chewy waffle wrap.”  It doesn’t even look that much like a burrito, since one end remains open. But the open end seems like a smart tactical move—biting into a true ice cream burrito would be a recipe for tooth pain. I’ll plan on attacking my BRRR-ito with a spoon.