"We didn't want to slam Mountain Dew," says AD Bryan Jesse. Rather, the spots are intended to build Kick's brand personality as the category's "little, evil demon."
In one spot, a refrigerator door shuts on a six-pack of Kick and a can of Mountain Dew. After much clatter, the door opens and the Dew can hangs from the shelf, lynched by the six-pack's plastic holder. "Kick," intones the VO, as a warning label crashes into the frame: "The hardcore, psycho, nitro drink in a can."
John Zurik directed the regional campaign through Austin-based E. Parsons & Co. Other credits to writer Peter Berta and creative driector Guy Bommarito.