Mountain Dew hasn’t
advertised in the Super Bowl for 15 years. So its return to the big game needed
to be something special. The ad was certainly different. And it’s completely
divided opinion. Some people think it’s the best of the game. Whereas others
think it’s the stuff of nightmares. The 30-second spot, created by BBDO New
York, depicts a “Puppy Monkey Baby” — a hybrid creature drawing on some of the
best stars Super Bowl ads of previous years.
It promotes a new
beverage called Kickstart, that combines Mountain Dew, juice, and caffeine — a
hybrid of three “awesome” things that are better combined, according to the ad.
The Frankenstein-esque Puppy Monkey Baby monster prowls around a living room,
repeating the words “puppy monkey baby.” Then the creature licks a man’s face.
Whatever way, it grabbed attention
amongst the dozens of other brands airing ads on game day. The #PuppyMonkeyBaby
hashtag was trending on Twitter long after the ad aired. Prepare for more Puppy
Monkey Baby action — the Super Bowl ad is just the start of a larger “It All
Starts With A Kick” marketing push, which will feature across digital media and
outdoor advertising.
