In Mountain Dew’s latest ad Russell Westbrook proves once again that he’s not going to do what other people tell him to do.
In the 30-second spot from BBDO New York, Westbrook does things that others say you probably shouldn’t do, like listening to his favorite slow jams to get pumped up for a big game or distracting teammates during important press conferences.
“From his play on the court, to his style off the court, Westbrook is all about doing things differently and shaking up the status quo,” Ryan Collis, senior director of marketing for Mountain Dew, said. “We wanted to highlight Russ’ unique take on life by showcasing several different moments in which he strays from the beaten path and does something unexpected by not doing what ‘They say.'”
You (and Westbrook) most definitely should not try and dunk a basketball into a flaming hoop while riding a motorcycle, but you get the point. The ad is all about pushing boundaries and living life the way you want to live it.
“The new ad is a rallying cry for those who are committed to doing their own thing and creating their own path—it’s Do the Dew. Much like Russ, Mountain Dew has always been a brand that pushes boundaries and we think that this new ad will illustrate that unique relationship,” Collis added.
The spot comes out ahead of the NBA All-Star 2017 game in New Orleans. Mountain Dew plans to have a big presence of at the game this year.
Dew will host a 3-on-3 basketball game, with Russell Westbrook and Kyrie Irving serving as general managers for each team. Shaquille O’Neal and Dennis Scott scouted some of the best amateur talent to play in the game, which will air on TNT on Feb. 18.