Bruce Campbell toasts a reference to his Evil Dead past with an Ash vs. Evil Dead trailer featuring Shemps Beer. The show, of course, is rooted in the original Evil Dead film trilogy by Campbell, director Sam Raimi and producer Rob Tapert, which kicked off in 1981 with the haunted woods classic The Evil Dead. And while The Evil Dead has more of a sinister, horror film tone, the creative trio took a horror/comedy slapstick approach for Evil Dead II in 1987, which evolved into another horror comedy with the cult classic Army of Darkness in 1992.
Given the film trilogy's memorable irreverent and square-jawed Ash's antihero antics, fans pined for more of the character and continuation of the storyline, and finally got it with the unrated Ash vs. Evil Dead series in 2015. Embarking on new deadite-slaying adventures with his sidekicks Kelly (Dana DeLorenzo) and Pablo (Ray Santiago), Ash's path was full of remnants from the past, including his chainsaw hand and trusty boomstick.
With its long awaited third season less than two months away, Ash vs. Evil Dead is starting to roll out more promo videos on social media to tout the season premiere next month, and the latest released by STARZ is a big nod to Campbell, Raimi and Tapert's past. Framed in faux beer commercial format and hilariously set to Cutting Crew's 1986 hit "I Just Died in Your Arms Tonight," the promo touts Shemps Beer, and features Kelly and an unidentified friend swaying to music, along with Ash in his perpetual state of over-confidence. The video ends with Ash toasting with a can of the beer, as the slogan "Don't think, Drink Shemps" pops up on the screen.
While the one-minute video doesn't give much of a hint as to how it pertains to season 3 of Ash vs. Evil Dead, it's entertaining nonetheless. If anything, it's a glorious wink and nod to longtime fans of the Evil Dead crew, who thanks to their affinity to the Three Stooges, named their extras in their films "Fake Shemps." Shemp Howard was the lesser known of the Howard brothers, and when he died suddenly in 1955 and was replaced with people who didn't quite resemble him to finish his work, the footage eventually inspired Campbell, Raimi and Tapert to come up with the "Fake Shemps" concept.
Apart from the Shemps reference in the new promo, the video seems to introduce a new member to the cast for season 3 of Ash vs. Evil Dead. According to Comic Book, the woman is a friend of Kelly who joins her to find Ash and Pablo when a new threat from Ruby (Lucy Lawless) emerges.
Season 3 of Ash vs. Evil Dead – which also introduces Arielle Carver-O’Neill as Brandy, the teenage daughter Ash never knew he had – debuts February 25 on STARZ.