The Drum Awards Festival - B2B

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Agency: BBDO
Date: Mar 2018
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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.


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