Mountain Dew: Do the Dew FanFic

Using social comments as source text for the b-movie trailer of Dew-hard dreams

One of the maxims I’ve absorbed into my own creative philosophy from my time at VaynerMedia is the power of making ads that people actually want to watch - there’s no better example than our faux b-movie trailer for Mountain Dew titled “Do the Dew: The Untold Tales Behind Mountain Dew”.

After we launched Dew’s TikTok, we were immediately were hit with wave after wave of fan conjecture and conspiracy theories about the drink’s origins.

Based on the depth and frequency of this commentary, I concepted and scripted a trailer for a completely legitimate, not at all fabricated backstory of how this magical green elixir came to be. The work heavily leant into b-movie adventure, action and sci-fI tropes, featuring an intrepid explorer on a search for answers to Mountain Dew’s origins. Journeying through time and space, from mountains to Mars, each scene in the film reflects a real fan theory postulated in response to strategically seeded social media posts.