The “DEWmocracy” campaign took advantage of the 2008 election madness by communicating that Mountain Dew was shifting power to the people and giving them the chance to vote and be heard. In “Tug of War,” we show people from all parts of the U.S. engaged in a serious game of tug-of-war. Each person was actively pulling for their side/party; in this case, their favorite Dew.