Mtn Dew was launching an energy drink designed to help people wake up in the morning. They lured LeBron James away from Coca Cola to be their spokesperson, and they asked TBWA\Chiat\Day New York to develop the launch campaign.
After many teams went many rounds, I conceived this idea, sold it in, and wrote and rewrote the script approximately one million times in the long and intense six-month journey it took to get produced.
We shot the spot in two days in the middle of basketball season during the pandemic, when athletes were in lockdown and LA was a Covid hot zone. I don’t know how it all worked out, but it did. Thank you, God.
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SELECT PRESS
Fast Company, “Watching LeBron James salsa dance in this new Mtn Dew ad is the best thing you’ll see today”
CNBC, “LeBron James talks about his new Pepsi deal as he unveils first campaign with Mtn Dew Rise”
Closing Bell, “LeBron James Debuts First Ad With Pepsi”
Forbes, “LeBron James Imagines Life With A Snooze Button In New Mtn Dew Rise Campaign”
Uproxx, “LeBron James Imagines Life As A Salsa Dance Instructor In A New Mountain Dew Ad”
Digg, “Salsa King LeBron James, 'The Woman In The Window' And This Week's Other Best Memes, Ranked”
MusebyCl.io, “LeBron James, Salsa King, Lives an Alternative Life in Mtn Dew Ad”
Shots, “Mtn Dew Rise Energy and LeBron James unveil first-ever campaign”
Little Black Book, “LeBron James Imagines A Life Of Snoozing”
AdWeek, “LeBron James Imagines Another Life for Himself in First Ad for Mountain Dew's Rise Energy”
Ad Age Creativity Editor’s Pick + Pick of the Day
Ad Age Creativity Top 5
THE MORNING MAKES YOU
Mtn Dew Rise · TBWA\Chiat\Day NY
Associate Creative Director,
Writer
Shannon Murphy
Associate Creative Director,
Art
David Stevanov
Executive Creative Director
Ricard Valero
Producer
Amanda Revere
Head of Production
John Doris
Chief Creative Officer
Chris Beresford-Hill
Director
F. Gary Gray
Production Company
@RadicalMedia
Editor
Ed Line
Post-Production
Exile Editorial
Heard City
VFX + Color
The Mill
Original Music
Squeak E. Clean Studio