MTN DEW, the original instigator brand, prides itself on taking a humorous approach in ads and life. And who better to “Do the DEW,” alongside the brand than the equally witty and hilarious, Charlie Day (It’s Always Sunny in Philadelphia)?
The new ad campaign from Day and MTN DEW takes a lens to stale ad tropes and over-the-top product placements with not one, not two but ten ads – including manufactured feel-good moments and ironically (or not) outrageous brand spokespeople.
“When MTN DEW approached me to do this campaign, my ears immediately perked up. As a brand, it is known for being bold and I’ve always appreciated its humorous approach toward marketing,” says Charlie Day. “When they showed me the ideas for the spots, I was sold – they are creative and funny. Which is exactly how I like my humor, funny.”
So what can DEW Nation expect from the ad campaign? Laughs. No stranger to humor, MTN DEW leans into its bold personality for a series of ten spots where Day fast forwards the clock with VFX to play a DEW-loving grandpa, breaks through a wall to Do the DEW as he takes on the roles of a DEW hype man and plays a DEW focused action hero, just to name a few. J
oining Day on-screen is special guest Zach LaVine, a two-time NBA All-Star and MTN DEW 3-Point Contest participant. Making a long-awaited return, DEW icon and fan-favorite, Puppy Monkey Baby comes out of a six-year retirement for the occasion. Watch below:
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“Humor, energy and fun are at the core of the DEW DNA. The advertising space is more crowded than ever before, so our goal is always to engage and entertain our fans,” says Pat O’Toole, vice president, marketing, MTN DEW. “Charlie is a true showman. I got to be on set when we filmed and no matter how many takes, he did, the team would erupt with laughter. That’s what we want for our fans.”
The spots, created by TBWA Worldwide, feature a range of MTN DEW products including MTN DEW, MTN DEW Zero Sugar, Diet MTN DEW, MTN DEW Spark and MTN DEW Spark Zero Sugar. The ad campaign will appear online and on all social media platforms throughout the year, dropping the first spot just in time for NBA All-Star 2022, where MTN DEW will have a significant presence as the official soft drink of the league and sponsor of the MTN DEW 3-Point Contest, an All-Star highlight year over year.
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CREDITS:
CLIENT: MOUNTAIN DEW
- CHIEF MARKETING OFFICER, BEVERAGES: Greg Lyons
- VP, CONTENT AND PRODUCTION: Lou Arbetter
- VP MARKETING, MOUNTAIN DEW: Pat O’Toole
- SENIOR DIRECTOR, MOUNTAIN DEW: Matthew Nielsten
- DIRECTOR, MOUNTAIN DEW: Katy Holden
- MARKETING DIRECTOR, PARTNERSHIPS, MOUNTAIN DEW: Faye Stein
- SENIOR MARKETING MANAGER, MOUNTAIN DEW: Jesse Anderson
- SENIOR MARKETING MANAGER, MOUNTAIN DEW: Peter Hirshberg
- SENIOR MANAGER, NBA SPORTS MARKETING, MOUNTAIN DEW: Erica Smith
- ASSOCIATE MARKETING MANAGER, MOUNTAIN DEW: Tiffaine Stephens
AGENCY: TBWA
- CCO/EXECUTIVE CREATIVE DIRECTOR: Amy Ferguson
- CREATIVE DIRECTOR: Holden Rasche
- CREATIVE DIRECTOR: Coleman Davis
- CREATIVE DIRECTOR: Ashley Veltre
- ASSOCIATE CREATIVE DIRECTOR, COPY: Patrick Regan
- SENIOR ART DIRECTOR: Brittany Newman
- HEAD OF PRODUCTION: John Doris
- ASSOCIATE DIRECTOR OF PRODUCTION: Tina Lam
- EXECUTIVE PRODUCER: Amanda Revere
- SENIOR PRODUCER: Regan Wallace
- DIRECTOR OF INTEGRATED BUSINESS AFFAIRS: Thalia Tsouros
- SENIOR BUSINESS AFFAIRS MANAGER: Anne-Camille Charpie
- BUSINESS LEAD: Bruna Bechelli
- BUSINESS LEAD: Matt Duerr
- BUSINESS DIRECTOR: Julia Winn
- BUSINESS MANAGER: Nicole Rodriguez
- OPERATIONS MANAGER: Christina Curtis
- COMMUNICATIONS: Asheden Hill
- EXECUTIVE STRATEGY DIRECTOR: John Gibson
- STRATEGY DIRECTOR: Michael Obermeyer
- STRATEGY DIRECTOR, SOCIAL BRANDING: Lesley Parks
- STRATEGIST, SOCIAL BRANDING: Emily Larsen
- CSO: James Sowden
- CEO: Nancy Reyes
- CCO: Chris Beresford Hill
GENESCO
- SENIOR DIRECTOR, GENESCO SPORTS: Eric Robinson
- MANAGER, GENESCO SPORTS: Eric Barber
DIRECT FOCUS
- PRODUCTION SPECIALIST: Brett Zuckerman
- HEAD OF BUSINESS AFFAIRS: Danielle Vadai
- CEO & FOUNDER: Barry Rosen
PRODUCTION COMPANY: ARTS & SCIENCES
- DIRECTOR: Adam & Dave
- MANAGING DIRECTOR/ PARTNER: Mal Ward
- MANAGING PARTNER / EXECUTIVE PRODUCER: Marc Marrie
- HEAD OF PRODUCTION: Christa Skotland
- LINE PRODUCER: Pat Harris
- DP: Matthew Libatique
- PRODUCTION DESIGNER: Noel McCarthy
- 1ST AD: Mark Robinson
- STYLIST: Thomas Van Horn
- HAIR: Nicki Chestnut
- MAKEUP: Thea Samuel
EDIT: MACKCUT
- EDITOR: Nick Divers
- JUNIOR EDITOR: Danielle Minch
- ASSISTANT EDITOR: Arden Phillips
- EXECUTIVE PRODUCER: Gina Pagano
MIX: SMALL PENGUIN
- SOUND ENGINEER: Rob Fielack
- EXECUTIVE PRODUCER: Zarina Mak
COLOR: COMPANY 3
- COLORIST: Tim Masick
- PRODUCER: Kevin Breheny
VFX: JAMM
- VFX SUPERVISOR / LEAD FLAME ARTIST: Mark Holden
- SHOOT SUPERVISOR: Mike Wigart
- FLAME ARTIST: Max Harris
- FLAME ARTIST: Graziella Gandolfi
- FLAME ARTIST: Lisa Kim
- MATTE PAINTER: Derry Frost
- GRAPHICS ARTIST: Jonathan Ficcadenti
- PRODUCER: Anna Dood
- EXECUTIVE PRODUCER: Asher Edwards
MUSIC: HUMAN
- CREATIVE DIRECTOR: Mike Jurasits
- EXECUTIVE PRODUCER: James Dean Wells
- HEAD OF SONIC BRANDING: Craig Caniglia
- PRODUCTION ASSISTANT: Brandon Trapizona
