Mountain Dew launches new slogan 'What a kick' in Greater China

Taiwanese rock singer Zhang Zhengyue is chosen as the first celebrity ambassador for Mountain Dew. Zhang is a renowned ‘bad boy' in the music industry and known for practicing action sports on a professional level. His image parallels the new beverage packaging in neon green and graffiti-like typography that are said to be ‘unapologetic'.

The TV commercial is aired in China and Hong Kong. In the ad, Zhang battles a skilled samurai for a bottle of Mountain Dew. Creative agency BBDO China highlights the rebellious parkour actions and street style fighting of Zhang in the story that beats the samurai's traditional martial arts.

BBDO has also created a series of outdoor ads for buses, subways and billboards. The designs makes the citrus-flavoured soft drink break through the walls of the display.

The project also released a cheeky viral video to hype up the curiosity of the fans. A hyper female fan showed up at the making of the ‘What a kick' commercial to get an autograph of Zhang. She receives a phone number from the singer instead. The number is a set up, and viewers would reach a pre-recorded message from Zhang saying he could not get the phone now because he is too busy enjoying a Mountain Dew.

Credits:
Project Mountain Dew, what a kick!
Client PepsiCo Investment China Ltd
Creative agency BBDO China
Creative director Kit Koh
Copywriters Adam Ding, Lisa Wan
Art director Jiang Pan
Print producer Judy Huang
Television producer Desmond Loh
Strategy planner Owen Smith
Account servicing Fiona Lam, Alex Wang, Jenny Tao, Sam Shan
Production company Gravity
Producer Lorna Chua
Director Hari Carlos Sama
Post-production company Black Magic
Exposure Television, outdoor, onilne