The Drum Awards for Marketing - Extended Deadline

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Agency: BBDO
Date: Oct 2017
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Soft drink Mountain Dew is introducing new creative starring actor Danny McBride as a “future legendary driver” and a replacement for Nascar racer Dale Earnhardt Jr.

Earnhardt is retiring after this racing season and has been a spokesperson for Mountain Dew for over a decade. Instead of going the somber route when he retires at the end of the season, Mountain Dew is staying true to its brand and releasing a humorous tribute piece by BBDO.

The two-minute-plus spot will introduce the world to a new character named Dewey Ryder, played with brash confidence McBride. Ryder enters with a cameraman capturing the scene as he meets Earnhardt for the first time and announces to him as his replacement for the first time. He then shows a shockingly humorous lack of knowledge about the car and the equipment.

Aside from the long online version, the campaign will debut on television during Earnhardt’s second to last race in Martinsville this Sunday (October 29) and will also air during game five of the World Series that evening.

Credits

CLIENT: Mountain Dew

AGENCY: BBDO Worldwide

CHIEF CREATIVE OFFICER WORLD WIDE: David Lubars

CHIEF CREATIVE OFFICER NEW YORK: Greg Hahn

EXECUTIVE CREATIVE DIRECTOR: Lauren Connolly

CREATIVE DIRECTOR/ART DIRECTOR: Monty Pera

CREATIVE DIRECTOR/COPYWRITER: Don Marshall Wilhelmi

CREATIVE DIRECTOR/ART DIRECTOR: Kristopher Wixom

CREATIVE DIRECTOR/COPYWRITER: Alisa Wixom

GROUP EXECUTIVE PRODUCER: Julian Katz

ASSOCIATE PRODUCER: Danielle Lukacs

SENIOR DIRECTOR: Ladd Martin

SENIOR DIRECTOR: Josh Steinman

ACCOUNT DIRECTOR: Kate Reaves

PLANNING DIRECTOR: Chris Cummings

JUNIOR PLANNER: Sam Schwarz

COMMUNICATIONS PLANNER: Yin Chung

PRODUCTION COMPANY: Chelsea Pictures

DIRECTOR: David Gordon Green

PARTNER/EP: Lisa Mehling

LINE PRODUCER: Julianne Maloney

DIRECTOR OF PHOTOGRAPHY: Eric Tremi

EDIT HOUSE: No6

EDITOR: Jason McDonald

ASSISTANT EDITOR: Jasmine McCullough

SENIOR PRODUCER: Laura Molinaro

EXECUTIVE PRODUCER: Corina Dennison

SENIOR VFX ARTISTS: Ed Skupeen / John Shea

VFX ASSISTANT: Mark Reyes

COLOR: Company 3

COLORIST: Tim Masick

AUDIO POST: Heard City

MIXER: Philip Loeb

AUDIO EXECUTIVE PRODUCER: Sasha Awn