Mountain Dew Launches MDX Energy Drink

mdx.jpg

Mountain Dew has introduced a new energy drink, MDX, and will launch a BBDO created ad campaign called Be Nocturnal, consisting of two spots, "All Night Long" and "Sunglasses At Night," October 22 during the World Series to introduce the drink. Print and radio will accompany the television. Check it all out here.

by Steve Hall    Oct-20-05   Click to Comment   
Topic: Campaigns, Magazine, Radio, Television   

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Comments



Comments

I think the concept, ad music choices are excellent! I think the product will succeed with the backing of the mountain dew position in the market (already being a high caffeiene source, with good branding). However I think that the choice of animals could have been much better.

There has got to be a way of making bats look sexier (aka vampire bats maybe or something), I mean, think about the average american, they don't like bats, rats, and snakes. And this commercial pushes that right from the start.

I mean, use a lemur, the owls are good, but the gree with the bats make them look like a stingray or skate form the ocean (of wish many people are scared of). i think the way these two commercials are done would be more appropriate for the No Fear energy drink.

Vampires and rock stars are better choices for all night long associations in my opinion...

2 cents for ya,

Steve

Posted by: Steve B on October 20, 2005 9:31 PM

All of the new "energy" drinks and their marketing ploys are interesting. They're not quite as interesting as the branding victory story of Gatorade, which really began the whole sports & energy drink craze.

Brand Autopsy is hosting an excerpt from a new book, "FIRST IN THIRST: How Gatorade Turned the Science of Sweat into a Cultural Phenomenon," by Darren Rovell. There's also an audiocast.

Posted by: Rema Therne on October 21, 2005 2:43 PM

I LOVE this ad. It's brilliant. The song (mainstream, cliche, stupid), paired with the eccentric and fabulous noctural creatures (and yes, the lemur steals the show) is a striking combination that leaves an indelible and wacky impression. BRAVO!

Posted by: Steely Jane on October 26, 2005 11:26 PM

I LOVE this ad. It's brilliant. The song (mainstream, cliche, stupid), paired with the eccentric and fabulous noctural creatures (and yes, the lemur steals the show) is a striking combination that leaves an indelible and wacky impression. BRAVO!

Posted by: Steely Jane on October 26, 2005 11:29 PM

Brilliant song choice by MD song that is almost gaurunteed to get stuck inyour head for days to come! Brilliant

Posted by: Michael on January 29, 2006 7:36 PM

BEST COMMERCIAL EVER, LOVE THE SINGIN ANIMALS.

Posted by: dylan on February 2, 2006 9:17 PM

I LOVE this commercial. I liked the first one the best, which I never see any more: where the rats were jumping back and forth on the bridge line: "all night long."

Posted by: W L Washington on February 15, 2006 4:24 PM

i NEED 2 find the url for this vid to put it up on my site???anyone know it?

Posted by: Laura on February 16, 2006 8:35 PM

The advertisement really ROCKS !

Posted by: energy drink on April 11, 2006 3:54 PM

does anyone know that tv commercial that has the guy driving his riding mover thru the flower beds and taking a chainsaw to the wooden fence and then he eventually builds a football stadium and then the narrator says "That's My Boy"

Posted by: thatsmyboy on June 1, 2006 4:22 AM

Hi,

I'd like to get your comments on this website (www.focuset.com), any suggestions are appreciated.

Thanks,
Jason

Posted by: Jason on October 24, 2006 1:39 PM

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Posted by: J on November 19, 2007 1:36 AM





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