With nearly 50 minutes of Super Bowl ads set to air this Sunday, advertisers will do whatever they can to stand out from the pack.
Sometimes that means combining a dog's head, a monkey's arms and a baby's lower body into one monstrous creature and giving it a hypnotic, repetitive jingle to chant/sing for 30 seconds.
That's what Mountain Dew decided to do with its first Super Bowl ad since 2000, which it released in full on Wednesday. The 30-second commercial, created by BBDO, is set to air during the first quarter of the Big Game on Sunday.
The point: like the "puppymonkeybaby," a new Mountain Dew flavor combines Dew, caffeine and juice.
The off-putting creature bursts through an inexplicable hole in the wall to deliver a bucket of Mountain Dew energy drinks to a group of friends who just want to chill. His high-pitched repetition of the word "PuppyMonkeyBaby" grows into an EDM-backed crescendo throughout.
The Pepsi brand also teamed up with Internet sensation Doug the Pug for a Snapchat story campaign leading up to the release of the ad on Wednesday. The story was shot live throughout the day and posted to the Mountain Dew account's story.
"When you have a dog in your commercial, what better influencer to get than the biggest dog of them all Doug the Pug?" said Sadira Furlow, director of brand marketing for Mountain Dew.
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Topics Advertising
