this is how the ice creams of ‘Eat the rich!’, from the extravagant group MSCHF

“bites Bezos”, “tastes Musk”, “licks Mark”, “gobbles Gates”; These are some of the striking messages with which a peculiar ice cream truck encouraged people to buy their products on the streets of New York and Los Angeles. Loaded with only five flavors, the sundaes ‘Eat the rich popsicles‘ recreate the faces of five of the world’s biggest millionaires, with Elon Musk Y Jeff Bezos to the head.

With the format of cream ice cream on a stick or palette that emulate famous characters, reminding us of the mythical Mikoboy, very popular in the United States among children, it is actually the latest campaign pop up launched by the MSCHF collective, one of the groups of multidisciplinary art or postmodern company that is causing the most talk on the North American scene.

Without further explanation to clarify a alleged claim or objective Specifically, the truck has been moving this week through different locations, trying to find key locations such as next to Columbus Circle in Manhattan. The clerks did not seem to know what the matter was, limiting themselves to completing their day serving customers, who could only choose between five varieties, at the not inconsiderable price of 10 dollars unit.

The full range of ice creams is made up of Elon Musk, Jeff Bezos (founder of Amazon), Bill Gates (creator of Microsoft), Mark Zuckerberg (Facebook/Meta) and the Chinese Jack Ma (founder of Alibaba). Each ice cream indicates the calories that are ingested by devouring one of these rich, around 190 kcal, along with the astronomical figures of the fortunes they possess.

MSCHF, pronounced mischief (mischief, prank) was born in 2016 by the hand of gabriel waley, current CEO and visible head of the extravagant company. Created as an artistic group, they have a very peculiar way of working, launching temporary products that seek to subvert or simply attract attention with messages that are not entirely clear, leaving everyone’s interpretation free.

In this case the metaphor not very subtle: eat the rich (eat the rich), as stated in the slogan adopted from the speech attributed to the philosopher Jacques Rousseau (‘When the people have nothing more to eat, they will eat the rich‘), popularized through songs, movies, and works of all kinds.

The palettes seem to be liked by customers who have been encouraged to try them, being those who carry the Musk’s face the most requested, with a strawberry flavor, chocolate hair and a nose that is mint gum; Bill Gates, as shared by the EFE agency, is more classic, with a vanilla face.

Ice creams have always offered faces of familiar and beloved characters for the public; the idea of ​​deforming with the tongue and to bite to some of the great millionaires who run the world it is much more palatable. Although, paradoxically, it was a bit expensive.

Pictures | Eat the rich popsicles
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