Zoot Suit Revival @ Mercury Manbo.

Mercury Mambo announced that the agency has been selected to promote the revival of Zoot Suit as the theatrical production celebrates its 25th anniversary with a national tour stop in Austin. The show will be held at the Paramount Theatre in downtown Austin from September 14-19, 2004.

For the 25th anniversary production of Luis Valdez’s Zoot Suit, the Mercury Mambo team will handle all aspects of the marketing, including print advertisement, direct marketing, media planning, public relations and grassroots marketing. The multi-level campaign will focus on encouraging students, educators and families interested to learn about the important political awareness brought about by the original Zoot Suit Production.

Zoot Suit brings to life an imaginative portrayal of the infamous Los Angeles Sleepy Lagoon murder mystery that resulted in the Zoot Suit Riots. The revival of Zoot Suit recreates the fascinating era of World War II California, weaving fact with fiction to depict the fate of 22 young Mexican Americans brought to trial for murder and railroaded into life prison sentences. These youth, known as Pachucos, dressed in distinctive broad-shouldered Zoot suits with pegged pants, had become targets of intolerance of cultural differences and fear of outsiders fueled by the veil of so-called patriotic fervor.

“Mercury Mambo is honored and excited to be chosen to promote this groundbreaking show to the Austin community,” said Becky Arreaga, Mercury Mambo President. “Our campaign will focus on broadening the traditional theatre audience by encouraging students, educators, non-traditional theatre goers and families to learn more about this political movement, the Zoot culture and the struggles of the Latino people through this highly charged musical experience. The original production of “Zoot Suit” during the late 70’s served as a cultural milestone for Latino’s in so many ways and the message of the show still resonates in the American culture today.”

For the past 25 years, this spellbinding theatrical experience by Luis Valdez, America’s leading Chicano director and playwright, has taken America by storm. Filled with passionate heart, sly wit and the infectious Big Band swing music of the period, Zoot Suit’s story plunges deep in to the effects of racism and injustice, asking a question that is still relevant today: What does it mean to be an American?

“The revival of Zoot is such a great opportunity for Austin-ites to see a slice of culture and activism,” says Amy Simpson Layton, Marketing Director for Zoot Suit’s Austin-based production company. “I knew that Mercury Mambo would be able to create awareness and excitement about this production within the Hispanic community and among young people. I knew they understood how to do more than just fill seats.”