MTN Dew has introduced a new phrase that it hopes will take off, thanks to Kevin Hart and a sweepstakes encouraging people to take some deserved time off from their jobs.
The soft drink brand is launching its new ‘Dew Time Off (DTO)’ campaign, empowering people to do more of what they love and removing the barriers that get in the way of their passions.
To introduce ‘DTO’, MTN Dew enlisted the help of some famous friends, starting off with Hart, and, over the next month, a yet-unnamed All-Star NBA and racing talent. Each participant stepped in to give some passionate doers time off from their jobs to get out and do what they love.
The brand sent actor and comedian Hart to a Philadelphia gym where he gave Daniel Jackson a hand with his day job so Daniel could spend more time skateboarding. Jackson glides along the streets of the city, visiting with friends, while Hart is seen wiping down gym equipment, handing out towels and serving unsuspecting gym-goers in his typical outgoing style.
MTN Dew wants to help those wanting their own ‘DTO’ by having fans go to Instagram or Twitter and tagging @MountainDew and #DTOSweepstakes to tell the brand how they would spend their personal time off for a chance to win $1,000 towards their respective passions. MTN Dew will reward 10 grand prize winners with the money.