In the electrifying arena of Super Bowl advertising, Mountain Dew made a bold and humorous statement with its ad titled “Aubrey Plaza Is Always Having A Blast,” crafted by agency Goodby Silverstein & Partners. The ad, which aired during Super Bowl LVIII, showcased the brand’s signature boldness and irreverence, featuring the deadpan comedic genius of actress Aubrey Plaza in a series of unexpected and hilarious situations.
A Blast of Unexpected Adventures
The ad opened with Aubrey Plaza in a birthday party setting, her signature deadpan expression contrasting with the upbeat surroundings. As she took a sip of Mountain Dew Baja Blast, a sudden explosion of confetti and balloons filled the room, leaving Plaza unfazed and even slightly amused.
Unwavering Cool Amidst Chaos
The ad continued to showcase Plaza’s unwavering coolness amidst increasingly chaotic scenarios. She remained unfazed while getting stuck in an elevator with a group of overly enthusiastic sports fans, her deadpan expression contrasting with their high-energy excitement.
A Blast at a Pro Wrestling Event
The ad’s climax came during a pro wrestling event, where Plaza found herself in the middle of a ring, surrounded by boisterous wrestlers. As she took another sip of Mountain Dew Baja Blast, she was unexpectedly body-slammed by one of the wrestlers. Plaza, in her usual deadpan style, simply shrugged it off and continued enjoying her drink.
Mountain Dew: Fueling Unexpected Adventures
The ad concluded with Plaza riding on a giant dragon, accompanied by her Parks and Recreation co-star Nick Offerman. As they soared through the air, the ad’s tagline appeared: “Mountain Dew. Aubrey Plaza Is Always Having A Blast.” The ad effectively positioned Mountain Dew as the drink that fuels unexpected adventures and amplifies one’s unique personality.
A Campaign Rooted in Humor and Self-Expression
The Super Bowl ad served as the launchpad for a broader Mountain Dew campaign. Social media platforms were buzzing with user-generated content featuring people sharing their own “Having A Blast” moments, inspired by Plaza’s deadpan humor and the brand’s association with unexpected adventures. Partnerships with comedians, social media influencers, and entertainment platforms further amplified the brand’s message and reach.
Embracing the Unexpected and Finding Your Blast
Mountain Dew’s “Aubrey Plaza Is Always Having A Blast” effectively resonated with viewers seeking a humorous and relatable ad that celebrated the unexpected and the joy of self-expression. The ad’s emphasis on Plaza’s deadpan humor, the brand’s association with bold and unexpected adventures, and the tagline “Having A Blast” solidified Mountain Dew’s position as a brand that encourages people to embrace their unique personalities and find their own blast in life.
Brand : Mountain Dew
Year : 2024
Agency : Goodby Silverstein & Partners
Super Bowl : LVIII
Quarter Aired : Third quarter
