MTN Dew Fans Do the Dew by Breaking Free of Expectations and Norms

Today, MTN DEW released an all new TVC spot dedicated to showing how MTN DEW fans Do The DEW by breaking free of expectations and norms.

Inspired by the insight that people are held back by society’s expectations of them, and being weighed down by all those expectations is bad, the new creative shows how ditching societal expectations for moments of joy is the answer.

“The campaign creative positions MTN DEW as not just thirst quenching but soul quenching which is the perfect claim for MTN DEW because it’s equal parts bold, audacious and true,” said Amy Ferguson, chief creative officer at TBWA\Chiat\Day New York.

The creative takes viewers on a legendary journey of three characters as they grapple with what’s expected of them. But after drinking MTN DEW, they’re transformed – and we see an amazing day of fun unfold in the exciting fashion that MTN DEW is known for.