Mountain Dew continues to activate around Nascar with a new action-packed, high octane commercial starring professional Nascar driver Chase Elliott who does whatever it takes to get his hands on a cold can of Dew.
The spot starts at a party in a race track’s infield where a group of friends are using a giant slingshot to launch Dew bottles at one other.
As a bottle flies through the air, its green glint flashes into Chase’s field of vision as he careers around the track mid-lap.
The driver then performs a spectacular skid into the infield, launches himself off a ramp and catches the can of Dew in midair, before landing with a perfect skid.
The commercial closes as Elliot steps out of the car and drinks from the can.
The 15-second spot, which is running across television,
digital and social channels
If you’re launching a DEW make sure you save one for @ChaseElliott! #DoTheDew pic.twitter.com/ZCkF9rdOG8
— Mountain Dew® (@MountainDew) August 18, 2018
in the USA, was developed with creative agency Motive for VP of PepsiCo Brands Hillary Miller.
The agency team was led by CEO/CCO Matt Statman and group creative director Spencer Trierweiler and included associate creative director Meggie McArthur, plus account director Jill Rohde and head of production Aragorn Fenton.
It was produced by Knucklehead, directed by Lieven van Baelen, wwith music handled by Rival Sons, editing by Cut & Run, VFX from MPC and sound by Pulse.
Comment:
This real world driver fronted campaign follows on from Mountain dew’s last coiuple of Nascar campaigns featuring fictional driver Dewey Rider played by comedic actor Danny McBride who was initially introduced late last year as Earnhardt Jr’s replacement (see case study) and also fronted a March 2018 initiative too (see case study).
The latest campaign follows the two-year partnership extension between Mountain Dew and Monster Energy NASCAR Cup Series driver Chase Elliott signed in July 2018.
The tie-up saw Mountain Dew become a primary sponsor of Elliott and his No 9 Camaro for four Cup series races each year through the 2020 season and will be featured as an associate sponsor in all remaining events.
“Like the Elliott family, Mountain Dew has a tremendous legacy in racing,” Rick Hendrick, owner of Hendrick Motorsports, said in a statement.
“Chase’s performance on the track, lifestyle off the track and popularity with the fans make him a perfect fit for the brand. This new agreement will take our association with PepsiCo into our 24th season together. We’re extremely proud of our partnership and look forward to the many great opportunities ahead.”
Elliott, 22, of Dawsonville (Georgia) earned 2016 Cup Series rookie of the year honors and is coming off his second playoff appearance in as many full seasons at NASCAR’s top level. He was also the 2014 Xfinity Series champion.
“It means a lot to partner with a brand like Mountain Dew that has such a storied history in racing,” Elliott said.
“I appreciate everything they’ve done for the sport, for our team and for me personally.
“We’ve been able to do cool things away from the track, from snowboarding in the mountains to riding ATVs in the desert. That aspect of the relationship is really fun, and I’m excited to keep it going for Dew Nation.”
PepsiCo has been involved in auto racing since the introduction of NASCAR’s premier division in 1949 and teamed with Hendrick Motorsports under the Pepsi brand umbrella in 1997 as a sponsor of four-time champion Jeff Gordon.
Mountain Dew’s history in racing includes the sponsorship of recently-retired HMS driver Dale Earnhardt Jr from 2008-2017
Links:
Mountain Dew
https://www.facebook.com/mountaindew/
https://twitter.com/MountainDew
https://www.instagram.com/MountainDew/
https://www.youtube.com/user/MountainDew/
Motive
https://project.com/agency/motive/
