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MTN DEW and Charlie Day Use Bold Humour to Take On Stale Ad Campaigns

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Campaign from TBWA and Arts & Sciences sees NBA All Star Zach LaVine and Puppy Monkey Baby ‘Do the DEW’

MTN DEW and Charlie Day Use Bold Humour to Take On Stale Ad Campaigns

MTN DEW joins forces with actor and all around funny man, Charlie Day, in an epic partnership to take on tired and boring brand advertisements. At its core, MTN DEW, the original instigator brand, prides itself on taking a humorous approach in ads and life. And who better to “Do the DEW,” alongside the brand than the equally witty and hilarious, Charlie Day? 

The new ad campaign from Day and MTN DEW takes a lens to stale ad tropes and over-the-top product placements with not one, not two but ten ads - including manufactured feel-good moments and ironically (or not) outrageous brand spokespeople. 

“When MTN DEW approached me to do this campaign, my ears immediately perked up. As a brand, they are known for being bold and I’ve always appreciated its humorous approach toward marketing,” says actor Charlie Day. “When they showed me the ideas for the spots, I was sold - they are creative and funny. Which is exactly how I like my humour, funny.”

So what can DEW Nation expect from the ad campaign? Laughs. No stranger to humour, MTN DEW leans into its bold personality for a series of 10 spots where Day fast forwards the clock with VFX to play a DEW-loving grandpa, breaks through a wall to Do the DEW as he takes on the roles of a DEW hype man and plays a DEW focused action hero, just to name a few. Joining Day on-screen are a few special guests, including a cameo from NBA All-Star, Zach LaVine, and the long awaited return of DEW icon and fan-favourite, Puppy Monkey Baby, coming out of a six-year retirement for the occasion. 

“Humour is at the core of the brand’s advertising DNA in wanting to get viewers to watch and laugh,” says Pat O’Toole, VP, marketing, MTN DEW. “We leverage our unique POV to capture consumer attention in today’s crowded advertising space. With this latest campaign, Charlie joins our roster of hilarious icons that have starred in past brand spots. His comedy chops align with what DEW is all about.”

The spots features a range of MTN DEW products including MTN DEW, MTN DEW Zero Sugar, Diet MTN DEW, MTN DEW Spark and MTN DEW Spark Zero Sugar. The ad campaign will appear online and on all social media platforms throughout the year, dropping the first spot just in time for NBA All-Star 2022, where MTN DEW will have a significant presence as the official soft drink of the league and sponsor of the MTN DEW 3-Point Contest, an All Star highlight year over year.

MTN DEW and the permanent MTN DEW product line, including MTN DEW SPARK and MTN DEW SPARK Zero Sugar, can be found nationwide and online everywhere DEW beverages are sold, in 20 oz. single bottles, 12 oz. single cans and 12-packs, amongst a variety of other single and multipack sizes.

Visit here for the latest from the brand, and join the conversation by following @mountaindew on Twitter, Facebook and Instagram. 

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Mountain Dew

Chief Marketing Officer, Beverages: Greg Lyons

VP, Content and Production: Lou Arbetter

VP Marketing, Mountain Dew: Pat O’Toole

Senior Director, Mountain Dew: Matthew Nielsten

Director, Mountain Dew: Katy Holden

Marketing Director, Partnerships, Mountain Dew: Faye Stein

Senior Marketing Manager, Mountain Dew: Jesse Anderson

Senior Marketing Manager, Mountain Dew: Peter Hirshberg

Senior Manager, NBA Sports Marketing, Mountain Dew: Erica Smith

Associate Marketing Manager, Mountain Dew: Tiffaine Stephens


CCO/Executive Creative Director: Amy Ferguson

Creative Director: Holden Rasche

Creative Director: Coleman Davis

Creative Director: Ashley Veltre

Associate Creative Director, Copy: Patrick Regan

Senior Art Director: Brittany Newman

Head of Production: John Doris

Associate Director of Production: Tina Lam

Executive Producer: Amanda Revere

Senior Producer: Regan Wallace

Director of Integrated Business Affairs: Thalia Tsouros

Senior Business Affairs Manager: Anne-Camille Charpie

Business Lead: Bruna Bechelli

Business Lead: Matt Duerr

Business Director: Julia Winn

Business Manager: Nicole Rodriguez

Operations Manager: Christina Curtis

Communications: Asheden Hill

Executive Strategy Director: John Gibson

Strategy Director: Michael Obermeyer

Strategy Director, Social Branding: Lesley Parks

Strategist, Social Branding: Emily Larsen

CSO: James Sowden

CEO: Nancy Reyes

CCO: Chris Beresford Hill


Senior Director, Genesco Sports: Eric Robinson

Manager, Genesco Sports: Eric Barber

Direct Focus

Production Specialist: Brett Zuckerman

Head of Business Affairs: Danielle Vadai

CEO & Founder: Barry Rosen

Arts & Sciences

Director: Adam & Dave

Managing Director/ Partner: Mal Ward

Managing Partner / Executive Producer: Marc Marrie

Head of Production: Christa Skotland

Line Producer: Pat Harris

DP: Matthew Libatique

Production Designer: Noel McCarthy

1st AD: Mark Robinson

Stylist: Thomas Van Horn

Hair: Nicki Chestnut

Makeup: Thea Samuel

MackCut (Editorial)

Editor: Nick Divers

Junior Editor: Danielle Minch

Assistant Editor: Arden Phillips

Executive Producer: Gina Pagano

Small Penguin (Mix)

Sound Engineer: Rob Fielack

Executive Producer: Zarina Mak

Company 3

Colorist: Tim Masick

Producer: Kevin Breheny


VFX Supervisor / Lead Flame Artist: Mark Holden

Shoot Supervisor: Mike Wigart

Flame Artist: Max Harris

Flame Artist: Graziella Gandolfi

Flame Artist: Lisa Kim

Matte Painter: Derry Frost

Graphics Artist: Jonathan Ficcadenti

Producer: Anna Dood

Executive Producer: Asher Edwards

Music by Human

Creative Director: Mike Jurasits

Executive Producer: James Dean Wells

Head of Sonic Branding: Craig Caniglia

Production Assistant: Brandon Trapizona


‘Grandpa’: Jon Hubbell

‘On A Ledge’: Daryl Pinsdorf

‘Short Form’: Morgan Visconti

‘Product Placement’: Gareth Williams / James Dean Wells

Genres: People, Comedy

Categories: Soft Drinks, Energy Drinks

TBWA Worldwide, Thu, 17 Feb 2022 14:50:22 GMT