For the 2020 Super Bowl, Mtn Dew threw it back to 1980 with an ad parody of “The Shining,” using Stanley Kubrick’s 40-year-old horror classic to plug its new zero-sugar soda.
Starring Bryan Cranston in Jack Nicholson’s axe-wielding role, the 30-second ad from TBWA/Chiat/Day New York suggests Mtn Dew Zero Sugar is just as good as the original, or maybe even better. It keeps a true-to-the-original vibe with its set and even pulls a closing punch of humor, showing Cranston dressed as the infamous Grady twins.
In a bid to incorporate TikTok into its marketing strategy, Mtn Dew encouraged the app’s users to use a “branded effect” that renders a twin of the person in the video, a nod to the cursed twins in the movie. There’s also a hashtag “#BetterThanTheOG,” which ties into the launch of a new version of the soft drink.
“We’re the first CPG brand to create an effect on TikTok,” Erin Chin, senior director of marketing at Mtn Dew, told Ad Age.
BRAND: Mtn Dew
AGENCY: TBWA/Chiat/Day New York
QUARTER AIRED: Q2
SUPER BOWL: LIV