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Web Film
Mountain Dew: Dewey Ryder - Race Day
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BBDO New York has released the latest Dewey Ryder 2.0 campaign commercial starring Danny McBride, Dale Earnhardt Jr and ESPN personality Marty Smith. Originally introduced in 2017, Dewey took on a role as the heir to Dale Jr. following his retirement and the new face of Mtn Dew. This year’s new campaign represents the second chapter in Dewey Ryder’s story as Dale. Jr.'s replacement not only on the track but as the face of Mountain Dew. The 360-degree marketing program will include engaging digital and social media, broadcast and out of home advertising. The new commercial highlights Dewey's new ride, the perfect manifestation of his fearless and pioneering approach to racing in automobile form, complete with a Mtn Dew fridge. The hilarious spot also chronicles a phone conversation with Dale himself, following Dewey's first appearance driving on the raceway, along with a Q&A with ESPN personality Marty Smith.
Group Director: Mark Cadman Related
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