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Mountain Dew campaign gets inside Kevin Hart’s head

By Kyle O'Brien | Creative Works Editor

Mountain Dew

|

Creative Works article

May 16, 2018 | 4 min read

If you’ve ever wondered what it’s like inside the head of comedian/actor/businessman/constant-brand-promoter Kevin Hart, soft drink Mountain Dew is giving you a peek.

Today, Mountain Dew unveiled its ‘Give Your Head a Mtn Dew Kickstart’ campaign, featuring hardest-working-man-in-show-biz, Hart. This marks the first time Hart will be seen in a Dew commercial.

Kevin Hart for Mtn Dew

Kevin Hart for Mtn Dew Kickstart

The series of 15-second spots play off what's going through Hart’s head while he's getting pumped up with the beverage. In ‘Wrestler,’ WWE Hall of Fame Legend 'Mean' Gene Okerlund interviews Hart, who channels his convincing wrestling persona. In ‘Slap,’ which debuted during the NBA Playoffs, viewers saw double the Hart as he squared off against himself on the court, getting psyched before playing basketball. Rounding out the three spots is ‘Chopper,’ which features the comic revving the engine to his newest set of wheels – a neon-green colored motorcycle.

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"People always wonder what goes on in my head and I don't blame them. There's a whole lot going on in there folks, and now you finally get to see what pumps me up – spoiler, it's me," said Hart in a release. "What's great about this Mtn Dew Kickstart partnership is that we get to have fun with it. Between bringing a fan courtside at an NBA Playoff game to filming these commercials, I'm proud of the work we're doing and hope the fans will enjoy it, too."

The commercials are part of the year-long partnership between Hart and the PepsiCo beverage that includes a 360-degree marketing campaign (TV, digital, social and experiential) and integration with Hart's Irresponsible Tour.

"These commercials perfectly capture the energy Kevin Hart is known for, while depicting the refreshing boost fans can expect from Mtn Dew Kickstart," said Chauncey Hamlett, senior director of marketing at Mountain Dew. "You drink a Mtn Dew Kickstart and it's as if there is a little Kevin Hart inside your head pumping you up, fueling your work ethic in pursuit of whatever it is you're chasing. We love the parallels between Kevin's mentality and our brand, and the collaboration on real-time opportunities and larger campaigns like this have been second to none."

The partnership was announced at NBA All-Star 2018 game with the 'Closer Than Courtside' campaign, which included a pop-up experience dubbed Courtside Studios and the launch of the #CourtSidekickContest. The winner of the contest recently joined Hart courtside at an NBA Playoff game.

See the spots by clicking on the Creative Works box below.

Mountain Dew: Give Your Head a Mtn Dew Kickstart by BBDO

By Mountain Dew

Overall Rating 4/5

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http://www.mountaindew.com/

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