MTN Dew is famous for its original taste. But new MTN Dew Zero, the new sugar free version of the beloved classic, tastes just as good as the original. Maybe even better. To launch new MTN Dew Zero, we used another cult classic “The Shining” and re-made it. As good as the original. Maybe even better.
Role: Associate Creative Director
CCO: Chris Beresford-Hill
ECDs: Julia Neumann & Amy Ferguson
Sr Copywriter: Christopher Santaiti
AD (Social): Lauren Piccirillo
CW (Social): Josh Peterson
Director: Tom Kuntz
Agency: TBWA\Chiat\Day
We tapped into a cultural conversation. Remakes. We took an original beloved by our audience, The Shining, and remade it maybe even better? We painstakingly recreated the most iconic scene down to the last detail. Every shot and prop were based on the original movie. We were committed to making it as good as the original, upholding the integrity of the film, but also the product itself.
Our teaser even stayed true to the original.
In case you thought we were done, we enlisted Danny’s finger/invisible friend “Tony” to talk a little shit during the game. We recreated the set in a miniature, giving Tony his own finger-sized stage. We made a lot of these, but here are my favorite.
And then we launched the Twins to keep the haunting going after the Super Bowl.
The Stanley Kubrick Appreciation Society even did a side-by-side comparison for us.
