Ilegal Mezcal Calls Donald Trump an Asshole with Delancey Street Projection
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Photo: Monika McMahon
It’s not just street artist Hanksy on an anti-Trump mission. The same is true of Ilegal Mezcal, the Guatemalan-based spirits company whose urban marketing executions are top notch.
Since the Republican candidacy announcement last summer, the small-batch mezcal producer has been projecting unflattering images of Donald Trump onto various Manhattan buildings, alongside a scathing message. “Donald eres un pendejo” – more or less translated as “Donald is an asshole.” The latest target for this propaganda was the old Loews Delancey Theatre building on Friday night, with a four-story version of same.
Eater noted the commencement of the smear campaign last August, and discussed the street effort with Ilegal Mezcal founder John Rexer. Apparently, an encounter with waitstaff at the Jackson Hole on the Upper West Side served as inspiration. When Rexer mentioned to the waiter “how much I love Mexico and the food in Puebla,” he was happy to note that “not everyone is like Donald Trump.”
“He said it with real hurt and sadness in his voice,” recalled Rexer. “And I said, ‘No, not everybody is. A lot of people love Mexico, in the States.’ And he said, ‘Donald eres un pendejo,’ which is like Donald is an asshole.” Rexer scribbled that phrase on a napkin, and the next morning, when he saw his niece who is in charge of Ilegal Mezcal’s marketing, he showed it to her. Together, they turned the phrase into a poster design and within an hour had called a printer.