BBDO New York Introduces ‘Puppymonkeybaby’ for Mtn Dew Kickstart

BBDO New York unveiled its 30-second Super Bowl spot for Mtn Dew Kickstart, the first for the PepsiCo brand, entitled “Puppymonkeybaby.”

That title basically explains the ad’s entire schtick. A group of lethargic looking youngsters are sitting on the couch when one of them says he’s probably just going to stay in. Suddenly, a puppy/monkey/baby hybrid appears out of a secret compartment in the wall, bringing the three friends some ice cold Kickstart and repeatedly chanting/singing “Monkeypuppybaby” over and over again. It’s basically one joke, with a premise perhaps inspired by South Park’s Manbearpig, stretched out over thirty seconds. The concept does serves the brand’s message, at least, as Mtn Dew Kickstart combines Mountain Dew, fruit juice and caffeine (which we’re pretty sure is in abundant supply in Mountain Dew anyway). At the very least, it should attract viewers attention as they sit confused, trying to figure out what the hell is going on. In addition to the big game ad, BBDO New York’s campaign for the brand also includes digital, social and OOH components.