Mountain Dew: Dewey Ryder 2.0 by BBDO
- Location:
When Nascar driver Dale Earnhardt Jr announced his retirement last year, he was replaced by a driver named Dewey Ryder, at least for the ads for soft drink Mtn Dew. Ryder was played by comic actor Danny McBride, and the character proved popular enough to extend the campaign and actually put Ryder on the track.
The Dewey Ryder 2.0 campaign commercial starring McBride, Earnhardt Jr and ESPN personality Marty Smith finds McBride’s Ryder pimping out the Mtn Dew car and showing off its new features before racing around the track.
The new commercial by BBDO highlights Ryder’s new ride, complete with every bell and whistle imaginable, like a Mtn Dew fridge, tire spikes, a shark fin, a dreamcatcher, a gamer joystick and even a smoke machine. The humorous three-plus-minute spot also chronicles a phone conversation with Earnhardt – now in the broadcast booth watching the chaos Ryder creates – following Ryder’s first appearance driving on the raceway, along with a Q&A with ESPN personality Marty Smith.
We see Ryder finally getting behind the wheel on the track, but his weighed-down car and lack of any driving skills, finds him dead last. But, as the ad hints, it may not be the last we see of Ryder.
Credits
Agency: BBDO Worldwide
CCO Worldwide: David Lubars
CCO NY: Greg Hahn
ECD: Lauren Connolly
Creative Director/Art Director: Monty Pera
Creative Director/Copywriter: Don Marshall Wilhelmi
Creative Director/Art Director: Kris Wixom
Creative Director/Copywriter: Alisa Wixom
Executive Producer: Matt Nowak
Group Director: Mark Cadman
Senior Director: Daniel Langlitz
Account Director: Kate Reaves
Account Manager: Comelia Madsen
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
Additional Editor: Ryan Bukowski
Assistant Editor: Ling Chua
Assistant Editor: Jasmine McCullough
Producer: Malia Rose
Executive Producer: Corina Dennison
VFX/Finishing: The Mill
Executive Producer: Chris Kiser
Producer: Bugs Russell
Production Coordinator: Ashley Goodwin
Shoot Supervisor: Chris Kiser, Gavid Wellsman, Ajit Menon
2D Lead Artist: Keith Sullivan
3D Lead Artist: Emily Meger
2D Artists: DaeYoon Kang, James Dhruv, Gabriel Perez
3D Artists: Constance Benson, Weicheih Yu, Jeff Lopez, Hassan Taimur, Sewang Kim, Cole Clark
Color: Company 3
Colorist: Tim Masick
Audio Post: Heard City
Mixer: Keith Reynaud
Mixer: Evan Mangiamele
Audio Executive Producer: Sasha Awn
