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What's better, sitting on your couch watching someone skydiving or climbing a mountain, or getting off your butt and actually doing it yourself?
While it may depend on who you ask, most would argue the experience of doing is much greater than watching, which is the premise for Mountain Dew's new global ad campaign.
Dew's team landed on a new slogan: "There's no feeling like doing." That was based on the insight that "it's not the action itself that drives people to pursue exhilarating activities, it's the feeling of doing it," and that there is "an actual release of chemicals that triggers a euphoric sensation when you're doing something exhilarating," said Ryan Collis, senior director of marketing for Mountain Dew.
The new campaign includes the slogan, a new spot starring pro skateboarder Sean Malto and a new visual identity for the brand.