Essex-born Joey, who has visited Rio for his own TV show, unleashed the beach party on fans in Covent Garden after pretending to be stuck in a telephone box.
After convincing each person to release him, by shouting "I'm a celebrity get me out of here", Joey handed them a bottle of Volvic Touch of Coco-Pineapple before dancers adorned with feathers and musicians suddenly appeared.
He then grabbed his...err...victim before dancing along to the rhythm of the beats as if they were at a carnival!
Joey, who is heading back to Brazil to film the opening of the World Cup for his show next month, said: "I'm well excited to be heading to Rio this summer, so I thought it was cool that I could bring the taste of Brazil to the streets of Britain with Volvic.
"The summer is set to be a scorcher - on and off the pitch - so there really is no reason not to start celebrating now!"
Last week, Joey spoke about his reality show Educating Joey Essex and his girlfriend Sam Faiers on This Morning, adding that they are getting on better now she has quit TOWIE.
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Watch Joey Essex unleash his Brazilian carnival on the streets of London here: