Heeeeere’s Mountain Dew in new ‘Shining’ parody

At $5.6 million per 30 seconds, brands are not wasting any time prepping for us for what they will roll out on February 2 during Super Bowl LIV. Mountain Dew, along with new agency TBWA\Chiat\Day New York is no different. This year, the sugary brand has offered audiences a taste of what is to come this year for its new zero-sugar variety released earlier this month.

And it might just be scary good.

It appears from the teaser that the creatives went full-on Kubrick referencing the iconic scene from classic The Shining. We see a close-up of a very familiar typewriter with fingers pounding out a message repeatedly and emphatically. Yet instead of the expected “All work and no play makes Jack a dull boy,” we get, ” New MTN Dew Zero Sugar. As good as the original, maybe better?” Watch below:

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This marks TBWA\Chiat\Day New York’s first Super Bowl effort since winning the account last year, ending the 46-year-old relationship with BBDO New York.

Mountain Dew sat out from the game last year, but its 2018 spot was a hit mashup with Doritos that starred Peter Dinklage and Morgan Freeman in a lip-sync rap battle. In 2016, its “Puppy Monkey Baby” game day spot promoted the brand’s line of Kickstart drinks.

No word if Jack Nicholson will make an appearance. But that would be dope wouldn’t it?

SOURCE: Mountain Dew YouTube

Contact Colin Costello at colin@reel360.com or follow him on Twitter colinthewriter1