Watch Seal—as a seal—sing in Mountain Dew’s Super Bowl ad

Seal—as a seal—is the star of the show in Mountain Dew’s 2025 Super Bowl ad, which plugs the brand’s Baja Blast variety behind a ridiculous remake of the singer’s ’90s hit “Kiss from a Rose.” The Grammy Award-winning singer recorded a new version of the song for the ad called “Kiss from a Lime” that the PepsiCo-owned soft drink brand is making available in regular and club mixes on its Spotify account. Pop singer Becky G also appears in the ad, which comes from Goodby Silverstein & Partners and is directed by Taika Waititi. It will air during the second quarter of the game Feb. 9 on Fox. (Waititi also directed a Super Bowl ad for PepsiCo’s Lay’s this year.) For Mountain Dew, “Kiss” elevates a fast-growing variety that’s adding incremental consumers to the brand, while addressing an issue that has complicated growth—how to communicate flavor to customers who haven’t tried its product. In this case, the brand aims its creative approach on what “Baja Blast” actually tastes like. As Becky G cracks open a Mountain Dew Baja Blast, the word “citrussy” is whispered amid sound effects. The taste transports her to a boat piloted by Mountain Dude and a front-row seat to Seal’s performance atop a nearby rock at Baja Beach. “I compare it to a kiss from a lime on the bay,” he sings, before other verses remark on the strangeness of the scene and how his flippers won’t allow him to hold a soda bottle. “Grab a blast of tropical lime” the ad says as Seal, now a human boat passenger, gets in a final remark: “Good-looking seal.” Baja Blast, which also got a Goodby Super Bowl ad last year, has been a star performer for PepsiCo, with around $1 billion in sales in 2024 between retail and restaurant accounts, PepsiCo Chairman and CEO Ramon Laguarta said during the company’s quarterly call Tuesday. The flavor was a longtime exclusive at Taco Bell restaurants before becoming available year-round at retail stores nationwide last year. “We see it is incremental in driving penetration for Mountain Dew with new [customers], especially with Gen Zs, and especially in parts of the country where our core Mountain Dew is less developed,” he said. “We will continue to invest in Baja Blast. It’s one of our bets for the year.” Baja Blast’s rapid growth and ability to draw new customers is important for the overall Mountain Dew brand, which saw volume decline by 6.8% through the first three quarters of 2024, Beverage Digest figures show. The same publication noted that Baja Blast was growing even faster than Pepsi Zero Sugar while being about two-thirds its size. Brand execs said Pepsi Zero Sugar grew by 23% for the year. The focus on flavor cues came as a part of a brand refresh kicking off last summer that introduced the “Mountain Dude” in a new reach for young consumers. The brand this year will transition its logo and packaging, restoring the name “Mountain Dew” after 15 years as “Mtn Dew.” Mountain Dew is activating in New Orleans, where the Super Bowl will be played, with a “Baja Blast campervan,” offering samples, karaoke and exclusive merchandise. Mountain Dew will also have a “Baja Beach” setup as part of Barstool Live @ The Frat House. Super Bowl commercials Tracking the latest brand and agency plans Click here “Working with a brand like Mountain Dew, which is such a staple in culture, allows us to push creative boundaries and connect with fans in exciting ways,” Margaret Johnson, chief creative officer, Goodby, Silverstein & Partners, stated. An extended version of the ad is below. Becky G, the Latin pop singer and actress, has appeared in ads for PepsiCo’s Cheetos brand and in Michelob Ultra’s 2022 Super Bowl ad. Seal, the English singer and songwriter, has won four Grammy awards. “Kiss from a Rose” was a minor hit in 1994. It was rereleased and became a No. 1 smash after it was included on the soundtrack of the 1995 movie “Batman Forever.”

Watch Seal—as a seal—sing in Mountain Dew’s Super Bowl ad

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