Drinking Mountain Dew becomes a participatory activity in a new campaign featuring hip-hop trio Migos, who drop a new track inspired by the ads. It’s also the first campaign to cover all four of the soda’s brands: Original, Ice, Code Red and Kickstart.
As the group cruises along on gilded tricycles, they call out to a host of artists and athletes, urging them ignore the naysayers and “do” difficult, even impossible stunts. Skateboarders Sean Malto and Mariah Duran fall again and again before finally nailing landings, and former UFC Women's Bantamweight Champion Holly Holm psyches herself up before a bout.
Migos’ Quavo challenges Philadelphia ‘76ers center Joel Embiid to a series of trick shots. In a nod to the viral “Bird Box” stunts, he dunks blindfolded before rope-swinging across a canyon à la Bart Simpson. Passive viewers of the video are pulled into it on their own trikes, and 86-year-old “boxing artist” Ushio Shinohara attacks a canvas with neon green paint covering his gloves.
All this is set to “Position to Win,” written for the campaign, which is out of BBDO New York. The 60-second spot is directed by Noam Murro via Biscuit Filmworks and will begin running on TV on Monday during NBA play on TNT.
Mountain Dew's the latest brand to drop a new tune this week. MINI also just debuted a cover of Cole Porter's classic "Don't Fence Me In" sung by British performer Labrinth.