Black’s appearance in a tongue-in-cheek promotional video is all part of a genius marketing campaign from Vassilaros & Sons and its agency, NSG/SWAT. The company has taken to Facebook, Instagram and Twitter for the campaign, which touts Vassilaros for New York’s absurdly contested mayoral race. There’s also—you guessed it—a microsite, vassilaros2013.com.
The site offers the disclaimer, “Unfortunately John Vassilaros has decided not to run for New York City’s mayor. He is too busy running New York City’s best coffee company.”
The New York Times estimates that the campaign will run the company about $1 million.