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.