Bill Bruce, a 14-year BBDO veteran who co-created Mountain Dew's "Do the Dew" campaign, was promoted last week to recognize his contributions and bolster BBDO's creative leadership.
Bruce, 40, rose from senior creative director to evp, executive creative director at the New York agency. He joins the recently promoted Jimmy Siegel and Gerry Graf at the ecd level. The trio represents BBDO's next creative tier after senior ecds and vice chairmen Charlie Miesmer and Michael Patti, and ecd, vice chairman Al Merrin.
Bruce reports to BBDO vice chairman and chief creative officer Ted Sann. "He's a major talent with a work ethic to match," said Sann, who hired Bruce as a copywriter in 1987. "BBDO is about the work, and so is Bill. This promotion is well deserved."
"Bill is the soul of the Mountain Dew brand," said Dave Burwick, vp of marketing, carbonated soft drinks, Pepsi-Cola North America. "He redefined the way we communicate with Dew drinkers, and gave them a personality and an attitude. Much of Dew's success is thanks to Bill's ability to continually come up with fresh, cutting-edge creative."
The most recent spot in the campaign, which has been running since 1993, shows a young man butting heads with a ram to take possession of a can of Mountain Dew. Last year's Super Bowl spot showed a young male on a bicycle chasing a cheetah to retrieve a can of the soft drink from its throat.
Bruce also led creative efforts for the October 2000 launch of citrus soda Sierra Mist, tagged, "Good clean fun." He has also worked on Pepsi and DuPont Stainmaster, among others.