Mountain Dew : "Spy vs. Spy" Comes Home

Mountain Dew's fabulous "Spy vs. Spy" homages have come home to the land of Alfred E. Newman. Yes, there's now a Dew "Spy" strip made for Mad magazine. There's also a cu

Published On
Dec 16, 2004

Editor's Pick

Mountain Dew's fabulous "Spy vs. Spy" homages have come home to the land of Alfred E. Newman. Yes, there's now a Dew "Spy" strip made for Mad magazine. There's also a custom strip for DC Comics (see the PDF) that tells the same story in one fewer frame. As we figured, Mad readers are clearly more sophisticated than the superhero comics crowd. Though as chief Mountain Dew dude Bill Bruce notes, "Today, 'Spy vs. Spy' has found a whole new generation of fans who claim it for their own, completely unaware that the characters were inspired by a comic strip that first appeared in Mad during the Cold War. Our theory is that when something's cool, it doesn't matter what era it came from. It'll be cool because there's something that came out of it that's honest and truthful and taps into some part of a human emotion." Like crushing and humiliating your enemies. But Bruce had to persevere with this idea. "Spy vs. Spy" was originally presented to the client five years ago, "but it was turned down," he says. "We told them we'd bring it back, and they said, 'We know you will.' It was one of those things we never let go." In addition, the Dew "Spy" campaign has billboards running in Times Square and Hollywood, also in the PDF.

Credits

Date
Dec 16, 2004
Client :
Mountain Dew
Executive Creative Director :
Bill Bruce
Copywriter/Art Director :
Bill Bruce
Copywriter/Art Director :
Doris Cassar
Art Director :
Melinda Ward
Agency :
BBDO-New York
Brand :
Mountain Dew

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Project Type