Mtn Dew unleashes your inner beast in dazzling spot directed by Los Perez

TBWA\Chiat\Day NY’s ‘Your Soul Needs Dew’ will be running across TV and streaming into next year

Published On
Oct 30, 2023
3 animorphs

Editor's Pick

Mtn Dew has unveiled a campaign that shows its products turning the mundane into the extraordinary, gradually crafting a Technicolor world in which everyday fans are seen living their most exciting lives as wondrous beasts—but not of the PuppyMonkeyBaby variety.

Handled by TBWA\Chiat\Day New York in partnership with Biscuit Filmworks, the campaign is anchored by a short film titled “Your Soul Needs Dew,” a colorful epic featuring three characters initially undertaking a host of humdrum activities—working at a cubicle, filling out job applications in a diner and tossing trash into a dumpster at the end of a work shift.

However, as the story progresses, the trio of sapped personas are slowly brought to life with the aid of Mtn Dew, seeing their reflections as exotic animals while the world around them turns more vibrant with every step—er, sip. Soon, they’re transported away from their boring lives to indulge in hijinks from screaming karaoke to tearing through a field in an ATV, all as their animal alter egos.

Here’s the long-form version of the spot, directed by Los Perez:

 

Set to “I’m Alive,” a raucous R&B track released by singer Johnny Thunder in the late 1960s, the high-energy spot doesn’t feature a spoken voiceover, instead solely relying on fast-paced imagery to craft a visual narrative that the soft drink unleashes its fans’ inhibitions like nothing else.

A host of the PepsiCo brand’s products are featured throughout the ad, including classic Mtn Dew as well as raspberry and citrus-flavored Mtn Dew Voltage and cherry-flavored Mtn Dew Code Red.

In addition to the campaign’s flagship film, which clocks in at two minutes long, multiple 30-second cuts of “Your Soul Needs Dew” will be running across broadcast TV and ad-supported streaming platforms through this year and into 2024.

Los Perez have been busy with a number of colorful, high-profile commercial projects this year—from Tinder’s “It Starts With a Swipe” campaign to Apple’s epic lucha libre film for the Mexican market.

Credits

Date
Oct 30, 2023
Client :
Mountain Dew
Agency :
TBWA/Chiat/Day-New York
Chief Marketing Officer :
Greg Lyons
VP Content and Production :
Lou Arbetter
VP Marketing :
JP Bittencourt
Senior Director Marketing :
Mike Levy
Senior Manager Marketing :
Prithvi Malik
Head of Consumer Insights :
Kevin Moeller
Analyst Consumer Insights :
Maxwell Goodwin
Chief Creative Officer :
Amy Ferguson
Creative Director :
Jexy Holman
Creative Director :
Nuno Teixeira
Senior Copywriter :
Patrick Burke
Senior Copywriter :
Matt Sorrell
Senior Art Director :
Royston Ang
Senior Art Director :
Jaclyn Crowley
Head of Production :
John Doris
Director of Production :
Tina Lam
Senior Producer :
Chloe Heller
Managing Director :
Shannon Nunn
Business Lead :
Rosalie Jones
Business Director :
Julia Winn
Senior Business Manager :
Madeline Gilson
Senior Business Affairs Manager :
Anne-Camille Charpié
Chief Strategy Officer :
James Sowden
Executive Strategy Director :
Will Davie
Strategy Director :
Katelyn Saks
Social Strategy Director :
Jordan Sowunmi
Director Marketing and Communications :
Carly Wengrover
President :
Barry Rosen
Production Specialist :
Brett Zuckerman
VP Music and Entertainment :
Mike Monahan
Production Company :
Biscuit Filmworks
Director :
Los Pérez
Partner/Managing Director :
Shawn Lacy
Executive Producer :
Andrew Travelstead
Producer :
Javier Alejandro​
Head of Production :
Sean Moody
Head of Production :
Memo Garza
Production Designer :
Monica Bidault
Wardrobe Stylist :
Paola Alfaro
Hair & Make Up Artist :
Maripili Senderos
Service Company :
The Lift
CEO/Founder :
Avelino Rodriguez
Producer :
Magali Sagarra
Executive Producer :
Mai Huynh
Editorial :
CARTEL
Managing Director :
Lauren Bleiweiss
Executive Producer :
Evyn Bruce
Editor :
Dan Sherwen
Assistant :
Anchor Mak
Producer :
Linden Carty
VFX :
JAMM
VFX Supervisor :
Jake Montgomery
Executive Producer :
Asher Edwards
Producer :
Scott Boyajan
Flame Artist :
Jake Montgomery
Flame Artist :
Benoit Mannequin
Flame Artist :
Patrick Dirks
Flame Artist :
Mikey Smith
CG Supervisor :
Andy Boyd
CG Artist :
Connie Ho
CG Artist :
Andrew Price
CG Artist :
Ben Martin
CG Artist :
Logan Pittman
CG Artist :
Stew Burris
CG Artist :
Taylor Muhoberac Pryor
Music Supervision and Arranging :
Human
EP :
James Dean Wells
Music Supervision :
Kamela Anderson
Music Supervision :
Mike Jurasits
Arranging/Sweetening :
Jonathan Hubbell
Creative Lead :
Mike Jurasits
Creative Lead :
Andy Bloch
Audio Engineering :
Redslash
Sound Design & Mix :
Keith Reynaud
EP Audio Post :
Tricia Higgins
Color Grade :
Trafik
Colorist :
Ricky Gausis
Assistant Colorist :
Sam Ziaie
Color Producer :
Phoebe Torsilieri

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