Mountain Dew announced today it will premiere a new commercial on Saturday, October 20, marking the culmination of the DEWeezy Project, a partnership with Grammy Award-winning recording artist, Lil Wayne.
In collaboration with the action sports youth development agency STOKED, the program enlisted 10 teens from the NYC area to work with brand and industry executives, including director Chris Robinson of Robot Films and Motive, a creative studio with offices in New York and Denver, to co-create a :30 second television commercial. Through www.deweezy.com, fans were able to follow the teens’ journey and vote for their favorite concepts and final cuts.
“The DEWeezy Project is representative of how Mountain Dew engages its community in the development of our programs,” said Brett O’Brien, Vice President of Marketing, Mountain Dew. “This has been an incredible collaboration, working with Lil Wayne, Stoked and DEW consumers to wrap the final phase of the program that celebrates individuality and creativity. The premiere of this commercial spot truly brings to life our ‘This is How I DEW’ campaign.”
“This has been an incredible and once in a lifetime experience for our youth and organization,” said Steve Larosiliere, Founder, STOKED. “This has been a perfect partnership between STOKED and Mountain Dew, providing youth with mentoring, access to industry leaders, and the opportunity to be creative. The result is a high quality commercial starring one of the biggest hip hop stars. We couldn’t be more thrilled.”
Previous phases of the DEWeezy Project include the September 26 launch of a new skate park in New Orleans’ Lower 9th Ward Village, a neighborhood center for one of the districts hit hardest by Hurricane Katrina in 2005.
Tune in to NBC during Dew Tour coverage October 20-21 to catch the premiere of the commercial. For more information on the DEWeezy Project, visit www.DEWeezy.com or join the conversation at #DEWeezy.