Cannes Lions

Dethrone the Serious

TBWA\CHIAT\DAY, New York / PEPSICO / 2022

Film
Film
Film
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Overview

Entries

Credits

OVERVIEW

Execution

An NBA All-Star. A Hollywood spokesperson. An avalanche of MTN DEW logos conspicuously coating every available inch of a sports arena. And a surprise cameo from a retired brand icon — Puppy Monkey Baby.

All to prove just how obvious product placement is. And if that wasn’t enough, we threw in an original song whose lyrics repeated “MTN DEW. DO THE DEW” over and over— Trust us, it’s a real banger.

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