BBDO, Mountain Dew and Russell Westbrook Got Lost in Their Own Ad

By Patrick Coffee 

Here’s one we missed: a new “extended” spot for Mountain Dew by BBDO New York starring Russell Westbrook of the Oklahoma Thunder.

The ad, which debuted Tuesday, may be most notable for Westbrook’s suit–which looks a bit like The Riddler’s backup outfit–and the fact that he moves without taking a step. (We are not the first to connect him to that character, BTW.)

In the extended spot, Westbrook takes his “powerstance” to da club before things get kind of weird.

What just happened, and how was Droga5 not involved?

“Powerstancing” does not seem poised to become the new Tebow thing despite various claims that Mountain Dew aimed to create “the next social media craze” while also releasing some cans with Westbrook’s face on them.

This guy is totally killing it, though.

We kind of like the client’s other recent campaign, which features bearded rednecks promoting DEWshine, or the PepsiCo equivalent of Sun Drop. (It was not created by BBDO.)

We’re about 95 percent sure that the dude above is a “competitive bearder.”

In case you’re not from the South, Sun Drop was a classic NASCAR hick soda that totally ignored its core demographic with the dancing “Drop It Like It’s Hot” ads several years ago.

The spots failed to catch on.



Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Lauren Connolly
Executive Creative Director: Tim Bayne
ACD/Copywriter: Dan Kelly
ACD/Copywriter: Christopher Cannon
ACD/Art Director: Todd Rone Parker
Group Executive Producer: Julian Katz
Senior Producer: Sofia Doktori
Executive Music Producer: Melissa Chester
Senior Account Director: Ladd Martin
Account Director: Patrice Reiley
Account Manager: Kylie Halperin
Assistant Account Executive: Dominique Brown
Planning Director: Brit Browning
Production Company: Caviar
Director: Keith Schofield
Executive Producers: Michael Sagol, Jasper Thomlinson
Head of Production:  Kelly Bowen
DP: Ken Seng
Producer: Adrianne McCurrach
Edit House: Whitehouse Post
Editor: Matthew Wood
Assistant Editor: Matt Schaff
Executive Producer: Lauren Hertzberg
Producer: Alejandra Alarcon
VFX Executive Producer: Camila De Biaggi
VFX Producer: Bindy St. Leger / Matthew Loranger
Color Executive Producer:   Adina Birnbaum
Colorist: James Tillett
Design: Keliang Shan / Diana Park / Daniel Blanco / Kerim Camdzic
Nuke:  Jeric Pimentel, Elijah Lamond / Carl Fong / Chris Russo / Chris Green
Flame Artist: Seif Boutella / Aleks Sasha Djordjevic / Warren Paleos
3D Modeler: Michael Nieves
3D Generalist: Charlotte Bae
3D Rigger: Andres Weber
3D Animator: Graeme Revell