Client: Mountain Dew
Chrome Editor Hal Honigsberg, working with Joneses Director Vincent Laforet via Motive, recently edited a 30-second for Mountain Dew to introduce its new Mountain Dew White Out drink.
‘Here's to the Loud’ is a 30-second, nationwide celebration of youth and energy that marks the launch of the latest Mountain Dew flavor: Mountain Dew White Out.
The characters are portrayed in a black-and-white montage spiked with a colorful Mountain Dew bottle, and appear alone and in groups, stoic and shouting, dancing and standing confidently still.
The winning flavor was chosen through the DEWmocracy 2 campaign during which fans led in all aspects of thecreation of the Mountain Dew White Out, including the color, name, design and even the advertising.
The footage conveys a raw, fan-driven feel - consistent with brand's approach of relying on the collective intelligence of its fans to design and choose the newest member of the Mountain Dew family.