On August 1, Mountain Dew, along with BBDO New York and digital agency Psyop, unveiled ‘Portraits’ an extension of the ‘This is How We Dew” campaign launched earlier this year. The three different ads feature Mountain Dew sponsored athletes: NASCAR driver Dale Earnhardt Jr., pro skateboarder Paul Rodriguez Jr. and pro snowboarder Danny Davis.
“Mountain Dew has always been a brand that celebrates individuals who identify their passions and pursues them unconditionally,” said Greg Lyons, Vice President of Marketing, Mountain Dew. “For our new ‘Portraits’ ad, we collaborated with Danny to create an epic visual representation of all the things that he is most passionate about, done in a totally groundbreaking way that only DEW could do.”
The company celebrated individuality through unique ‘portraits’ of each athlete made up of matte paintings, 3-D layers, live footage, and 2-D animation. Though the spots earned over 300,000 combined YouTube views in five days, Mountain Dew’s website is where the real magic happens. Instead of staring at a simple video clip, people can change the angle of the shot by moving the mouse, interacting with the video on a personal level. Then the user has a chance to ‘explore’ the portrait, as most of the objects on-screen become clickable. Each item is unique to the athlete, representing a passion, fact or personal story.
Mountain Dew and its agencies took online video to a whole new level. Viewers can be active participants in the video, driving engagement and interactions. They also tailored the campaign for social media—each video will be made into sharable GIFs. On August 3, ‘Portraits’ aired on network and cable television; it will run through the end of the month.