The Mountain Dew brand had faced issues as the creative formula had begun to tire in a market environment where media clutter and me-too brands were growing. The consumer had also changed, living in a more tech-savy world where online was playing an important part in their lives. The spots shot as handheld, document the latest adventures of our Dudes. Shot in 4 different locations in the US, the Agency team were permanently in a van or a plane on the move. All the stunts were done for real and not cheated – these are hardcore dudes!