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For the launch of Diet Mountain Dew, BBDO/New York goes to, and in some cases over, the edge. In the debut spot for the PepsiCo product, the daredevil antics of boogie boarders and BASE jumpers are combined with the ultimate in macho one-upmanship.
The David Kellogg-directed commercial shows hyperspeed shots of arguably insane feats and cuts to four unimpressed MTV Sports-style jocks. ‘Did it,’ ‘Done it,’ ‘Doin’ it tomorrow,’ they say. Then a can of Diet Mountain Dew is thrust into their hands and the foursome is floored to find something they haven’t done.
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