Dr Pepper TEN Brings Back Mountain Man
The new Dr Pepper TEN, “Bold Country,” may seem familiar - and that's no accident. Deutsch have brought back their iconic Dr Pepper TEN mountain man character, by popular demand.
The original “Mountain Man” spot drove a lot of social media activity since when it was launched this year and again when ran the spot during the bowl game season. There have been parodies of the ad (not always good ones) and comparisons of the mountain man to all sorts of people, including Brett Favre and Andrew Luck.
Bold Country leans even harder on the 70s beer commercials that inspired it, with a song that tells you to "look to the sky, listen to the trees" and the tagline, "Taste the Bold Country." The team also drew inspiration from the 70s TV series Grizzly Adams and John Denver songs—in fact, they played John Denver on the set.
But capturing the vintage feel took a lot of work. The spot was shot on 16-millimeter film, then copied onto a VHS video tape, which was baked to age the images. The team of designers found themselves going above and beyond to dig out the perfect font for the era.
Client Credits:
Jim Trebilcock – Chief Marketing Officer
Jaxie Alt – SVP, Director of Marketing
Brent Chism – Director – Dr Pepper
Katie Webb – Brand Manager
Ashley Bristol – Associate Brand Manager
Shaun Nichols – VP, Integrated Marketing Content
Sharon Leath – Director Integrated Content
Brad Rakes – Associate Brand Manager
Deutsch Creative Credits and Titles:
Chief Creative Officer: Pete Favat
Executive Creative Director: Brett Craig
Integrated Creative Director: Xavier Teo
ACD, Art Director: Erick Mangali
ACD, Copywriter: Ryan Lehr
Director of Integrated Production: Vic Palumbo
Executive Producer: Lisa K. Johnson
Integrated Producer: Matthew Magsaysay
Music Director: Dave Rocco
Production Company:
Imperial Woodpecker, Los Angeles, CA
• Director: Stacy Wall
• Executive Producer/Managing Partner: Doug Halbert
• Producer: Jeff Shupe
• Director of Photography: Corey Walter
Editorial Company:
Cut & Run, Los Angeles, CA
Editor: Frank Effron & Sean Stender
Lead Assistant Editor: Brooke Rupe
Producer: Remy Foxx
Executive Producer: Carr Schilling
Managing Director: Michelle Eskin
Visual effects Company/City/State:
Cut & Run, Los Angeles, CA
Creative Director: David Parker
Sr. Producer: Liz Lydecker
Flame Assist: Jorge Tanaka
Music/Composer(s)/based in City/State:
Massive Music, Santa Monica, CA
Creative Director: Tim Adams
Executive Producer: Scott Cymbala
Composer: Damien Heartwell
Head of Production: Jessica Entner
Senior Producer: Kiki McDaniel
Audio Post Company/City/State: (include engineer, mixer, et al)
Play Studios, Santa Monica, CA
Mixer: John Bolen
Assistant: Hermann Thurmann
Executive Producer: Lauren Cascio
Account Management Credits:
CEO: Mike Sheldon
Group Account Director: David Dreyer
Account Director: Helen Murray
Account Supervisor: Simon Hall
Assistant Account Executive: Kate DeMallie
Account Planners:
Chief Strategic Officer: Jeffrey Blish
Group Planning Director: Aileen Russell
Business Affairs
Director of Integrated Business Affairs: Abilino Guillermo
Executive Business Affairs Manager: Jill Durand
Broadcast Traffic Manager: Gus Mejia
