Creative Evaluation

Name: Yi Li

Cheetah

Mock Opera

Showstopper

Brand Benefits

Communicated

This ad released at Super Bowl period,  Super Bowl is one of the most popular and hot event in U.S., and MD is popular too, because even a cheetah also want it.  People who have Mountain Dew, will be fast as cheetach, and be strong/brave as the teen who was chasing cheetah. Thirst, quenching  

                Energizing

This advertisement is more focused on the athletic feats in the background and the Dew Dudes singing their Bohemian Rhapsody parody than the actual product.

In this ad, MD spread a thinking which is teamwork to complete something and never give up to pursue perfect.

Not result of MD

Appropriate Use of Brand Symbolism

The brand symbolism has been appropriate used. This ad shows speed (cheetah), adventure (chasing cheetah), youth generation (four young men). These characteristics stand for the MB brand is a young and full of Adventurous spirit.

Green can /chugging

Dew dudes

Do the dew

Various extreme sports stand for MD’s target customers have challenge and adventure spirit. Dew Dudes sings old popular song shows MD as a classic brand that has long history.  

Lyrics

Can

Dudes

Big MD can in the middle of the fountain at the ad end, every judges was drinking MD. Sliver is the main color of all of actors and actress’ dressing, and also stage setting. This color is close the liquid of MD, also make audience feel cool and refreshing.

Resonance with Target Audience

The ad clearly reflects MD’s target audiences are male teens who always pursue excitement, adventure and fun. The four young men wear colorful t-shirts and ride bikes on the Savanna in Africa. One of them was chasing the cheetah, which is the fastest land mammal on earth. The fast beats African music makes the chasing really exciting. For MD’s target customers they will believe that they will have more power to adventure.

Alternative sports reflect MD targets audiences who do extreme sports. Dew Dudes sings Bohemian Rhapsody, which is a old but popular song that target different generation.    

Teen audience: culture trend/music

Even it performed as show, but it contains thrill seeking , adventurous extreme sports males with BMX biking and skating.  Make a connecting with target audiences that if you drink MD you will be full of energy to play these extreme sports.  

No

Uniqueness, originality and engagement of creative

It was not first ad that used animal or cheetah, but the cheetah would be a best animal in this setting. Cheetah stands for speed and grace, not only fast, but fastest animal.  Human chase the fastest mammal in the land, which is an unbelievable thing, but it happened in this ad. It strongly engages MD’s customers to challenge impossible things.    

Yes

The originality is good; combine the old popular song with extreme sports. Totally two difference things combine together. Following the Dew Dudes was singing the song, the Rhythm was becoming faster， athletes  moves was getting excited, audience would feel engaged.  

Parody

It is very energetic and exhilarating. Every actors’ movements full of energy and also the background music. Every judges/directors say it was great but take two, which reflect Mountain Dew’s target audiences always pursue perfect but never stop at perfect.  

Yes

Integration of product into story

This ad does integrate the product into story. It has exciting plot that people can talk about. With fastest cheetah and the brave teen, shows MD’s brand image.

Yes

The lyrics of this song has been related to Mountain Dew, the song makes the product integrated to the story even the product didn’t exist to much at the begging

Can used to connect.

At the end, everyone taking a collective gulp and the fountain of Dew was formed. The final view of this show also brings a great impression of Mountain Dew for customers.  

Late

“Campaignability”

can it be more campaignable ?( more version/expand)

At the end of the ad, three of the young men was standing on the hill and drink MD. Last the cheetah walks by with “ Do the Dew” on its fur. This is a short slogan that easy to remember by customers.

It is campaignable. Can use other animal, can some one else to chasing. (what’s your next ad?—campaignable )

At the end of the ad, people’s lighters constitute the “Do the Dew”.

Yes

Use another song

Title of the show is effectively called “Do the Dew” keeping with the brand strategy of lifestyle choice not just a drink.  

Yes: last dude says take two