PepsiCo drink Mountain Dew announced it will premiere a new commercial on Saturday, October 20, marking the culmination of the DEWeezy Project, a partnership with Grammy Award-winning recording artist, Lil Wayne.
In collaboration with the action sports youth development agency Stoked, the program enlisted 10 teens from the NYC area to work with brand and industry executives, including director Chris Robinson of Robot Films and Motive, a creative studio with offices in New York and Denver, to co-create a :30 second television commercial.
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Through www.deweezy.com, fans were able to follow the teens’ journey and vote for their favorite concepts and final cuts.
“The DEWeezy Project is representative of how Mountain Dew engages its community in the development of our programs,” said Brett O’Brien, VP of Marketing, Mountain Dew.
“This has been an incredible collaboration, working with Lil Wayne, Stoked and DEW consumers to wrap the final phase of the program that celebrates individuality and creativity. The premiere of this commercial spot truly brings to life our ‘This is How I DEW’ campaign.”
You can Tune in to NBC during Dew Tour coverage October 20-21 for the premiere of the commercial.