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Category
Active Engagement / Call to Action
Annual ID
OS_SM21_024S
About the Work
It’s not easy to stand out on Super Bowl Sunday. Every ad is vying for attention.
But nearly 80% of the Super Bowl audience is on social media while they watch the game.
So this year, we played a different game.
Literally.
To ensure our Super Bowl commercial for MTN DEW's new flavor would be part of that social conversation, we made it more than a commercial.
We designed a game that people would pause the actual Super Bowl for – just to go back and rewatch our ad. A game that you could only enter by guessing the amount of bottles featured in our commercial and saying the name of our new flavor to everyone on Twitter.
We filled our ad with hundreds and hundreds of bottles, then got a celebrity to tell them to find every last one. We even used social media to reteach people how to count before the game.
And people played. Because that celebrity told them during the Super Bowl that the first person to count every bottle and tweet the correct amount would win one million dollars.
We knew we wanted to be part of the conversation. We just didn’t know we’d be most of the conversation.
But nearly 80% of the Super Bowl audience is on social media while they watch the game.
So this year, we played a different game.
Literally.
To ensure our Super Bowl commercial for MTN DEW's new flavor would be part of that social conversation, we made it more than a commercial.
We designed a game that people would pause the actual Super Bowl for – just to go back and rewatch our ad. A game that you could only enter by guessing the amount of bottles featured in our commercial and saying the name of our new flavor to everyone on Twitter.
We filled our ad with hundreds and hundreds of bottles, then got a celebrity to tell them to find every last one. We even used social media to reteach people how to count before the game.
And people played. Because that celebrity told them during the Super Bowl that the first person to count every bottle and tweet the correct amount would win one million dollars.
We knew we wanted to be part of the conversation. We just didn’t know we’d be most of the conversation.
2021 Awards
Total Points: 21
Silver Pencil
Credits
Agency
TBWA\Chiat\Day / New York
Client / Brand
MTN DEW / New York
Production Company
MJZ / New York
Music / Sound Production Company
Screaming Penguin / New York
Walker / New York
Post Production Company
Company 3 / Los Angeles
Electric Theater Collective / London
Whitehouse Post / New York
Animator
Eric Bigman
Associate Creative Director
Ashley Veltre
Holden Rasche
Chief Creative Officer
Chris Beresford-Hill
Chief Marketing Officer
Greg Lyons
Chief Strategy Officer
James Sowden
Creative Director
James Sindle
Director
Tom Kuntz
Director of Photography
Hoyte van Hoytema
Editor
Russell Icke
Executive Creative Director
Amy Ferguson
Julia Neumann
Executive Producer
Ashley McKim
Tricia Higgins
Abbey Hendrix
Caitlin Grady
Music Supervisor
Julianne Wilson
Producer
Blake Rice
Holly Treacy
Ryan Smith
Strategy Director
Michael Obermeyer
Art Director Intern
Anika Grube
Assistant Editor
Paul Chung
Associate Art Director
Louis Prenaud
Associate Copywriter
Alli Walker
Copywriter Intern
Alexa Padron
Executive Strategy Director
John Gibson
Head of Design
Robyn Makinson
President / Executive Producer
David Zander
Senior Designer
Alex Lumain
Senior Executive Producer
Eriks Krumins
Senior Producer
Dottie Scharr
Senior Strategist
Bodi Karsono
Strategy Director, Digital & Social
Lesley Parks
2D Lead
Taran Spear
Account Manager, Communications
Asheden Hill
Audio Mix / Sound Design
Rob Fielack
BTS Shooter
Neil DaCosta
Business Affairs Manager
Anne-Camille Charpié
Business Director
Matthew Duerr
Business Lead
Bruna Bechelli
Business Manager
Allie Lightcap
CG Artist
Charlie Bayliss
Edwin Leeds
Elliott Holland-Crouch
Kieran Jordan
Oliver Metz
Platon Filimonov
Ross Stansfield
Ryan Maddox
Shari Solo
Stuart Turnball
Will Medcalf
CG Lead
Greg McKneally
Chief Executive Officer
Rob Schwartz
Compositor
Alberto Pizzocchero
Ludvig Hallenius
Nicola Borsari
Reynold Rodrigues
Stirling Archibald
Director of Integrated Business Affairs
Thalia Tsouros
Director of Marketing, MTN DEW
Katy Holden
Engineer
Christopher Keyes
Head of Integrated Production
John Doris
Line Producer
Emily Skinner
Matte Painter
Dave Gibbons
Harry Wormald
Lee Matthews
Motion Graphics Designer
Jung Eun Han
Operations Manager
Christina Curtis
President
Nancy Reyes
Production Coordinator
Larisa Covaciu
Production Designer
Jahmin Assa
Senior Colorist
Stefan Sonnenfeld
Senior Director of Marketing, MTN DEW
Erin Chin
Matthew Nielsten
Senior Integrated Producer
Rick Segal
Senior Manager of Marketing
Eleonora Karastergiou
Senior Marketing Analyst
Jackie Tsontakis
VFX Shoot Supervisor
Adrian Hurley
Vice President of Marketing, MTN DEW / Energy / Flavors
Nicole Portwood
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