Although summer is now behind us, Mtn Dew is banking on the fact that we still need some ice cold refreshment in our lives with its first-ever single and a pair of new spots highlighting our suffering when we just can’t cool down.
One ad, titled “Garage Fridge,” stars a man who can’t turn the faucet off his own sweat glands, with perspiration shooting out of his head like liquid antennae. He fails to keep the torrents off his face when he hears a voice serenading him from a far corner of his garage. “Sweaty boy, why won’t you come and drink me? My sweaty boy, don’t you know I’m cold and chilly! Can’t you see you need me!”
He opens his refrigerator to find a bottle of Mtn Dew, crooning into a mini microphone, and with one sip, the sweating shuts off. Backing the spot is the brand’s first single, “Sweaty Boy.”
Mtn Dew also dropped a second sweaty spot, featuring a pair of cowboys who are able to withstand the heat with the help of their Mtn Dew and a curiously equipped horse.
The spots were directed by Biscuit Filmworks' Andreas Nilsson, known for his absurd comedy for the likes of Volvo, Reebok, Expensify and more.
“Working with a brand not afraid to break the rules, we saw an opportunity for MTN Dew to disrupt the typical ‘Taste and Refresh’ conventions and push the limits creatively,” said TBWA\Chiat\Day New York Executive Creative Director Amy Feguson in a statement. “The resulting body of work acknowledges and even nods to these tried and true ‘Taste and Refresh’ conventions but reinvents them in a wildly imaginative way.”