Advertising Blog - Do The Dew

If you're any kind of bad-ass, then you definitely "Do The Dew." Mountain Dew's ad campaign called Do The Dew has a series of commercials featuring great martial artists like Steven Seagal and Chuck Norris, hot, new actors like Channing Tatum, and many unknown, everyday "bad-asses" like you and me.

A great example to start with is Steven Seagal's commercial.
http://youtu.be/sgAL9_AMUpI
Steven Seagal strolls into a market for a soda in the middle of a robbery. The bad guys try to take him out but trip, fall, and crumble around him. (He's just that cool.) When he goes to pay for his soda, (Mountain Dew of course), he leans down to give the clerk an autograph, accidentally headbutts him, and he's out for the count as well. He then manages to knock the cops out when he opens the door to leave. The message? Steven Seagal is the ultimate tough guy and HE drinks Mountain Dew.

And who could forget the one with the ram?
http://youtu.be/Tt6C6P3bJq8
An ordinary, average looking gentlemen (Joe Dirt's brother perhaps) finds himself out in the woods with a big ram coming between him and his Mountain Dew. He has "no choice" but to ram the ram and take him out. It's hilarious. The message? There's nothing a man won't do for his Mountain Dew. It's just that good.

Another entertaining and comical commercial was Mountain Dew Master.
http://youtu.be/3yAHg7GdjAs
A man travels to a monastery to train with Buddhist monks. It starts off serious and profound, until you quickly realize he has begun training to be a hand-slapping master. This one really cracked me up. In the end, after all the pain and strenuous practice, he cracks open a Mountain Dew. The message? Wherever you are, whatever you do, nothing quenches like a Mountain Dew.

There are many more of these commercials that get the same message across. I really can't think of another soda company that's come up with a gimmick as entertaining and effective as this one. In my opinion, it appeals to a younger crowd, which appears to be their target audience. If I had to pick a weakness about this campaign, it would be that older generations may be left out or may not be quite as entertained by the wild, bad-ass angle that these commercials portray.

I think one factor that leads to a successful commercial is whether or not they are memorable. I feel that these most certainly are. They are so comical that you cannot help but watch, which I think is probably the most important aspect of all. The whole point is to get people's attention and keep them from turning away. For me, they succeed every time.

The "Do The Dew" campaign started in 1993 and continued for 19 years. In April of this year, a new "How We DEW" tagline and multi-million dollar advertising campaign was launched with the help of rapper Lil Wayne. Check it out at www.mountaindew.com