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Jay Electronica & Mtn Dew Code Red: Hip Hop is Different on the Mountain

Mtn Dew doing it big, in a real way. How amazing to see them tap Jay Electronica and just let him go. No mention of the product, just flowing. Using Hip Hop in a commercial is nothing new and this won't even come close to changing the game. But it is nice to see a relatively new artist with great skills rep the Dew.



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5 comments:

The Maniac said...

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Anonymous said...

Gotta say this spot is unimpressive. Not just because hip hop has become the easy answer for creatives without concept skills, but because Mountain Dew is late to a party that was originally started by rival Sprite in the 1990s.

http://www.youtube.com/watch?v=GgZCuYqZwA0

http://www.youtube.com/watch?v=1NtZALcosWw

http://www.youtube.com/watch?v=IkODvs4grqE

http://www.youtube.com/watch?v=wWXtFlvYpvc

Craig said...

Anon, I totally agree, Sprite knocked 7-up off the map with those joints in the day. As U said in the post, "Using Hip Hop in a commercial is nothing new and this won't even come close to changing the game."

I like Jay in the spot, that's bout it.

Anonymous said...

When you say you like Jay Electronica, especially in this execution, you have nothing but lyrics to pay attention to. No morphing CGI or hight production value. I actually paid attention thanks to his solid diction and a sharp rhyme style.
Now the "copy" provided by the agency was complete and utter bulls*%t. Nothing the agency wrote could embellish or illuminate what dude did. Sometimes copywriters need to stay in their lane know when to drop the mike and walk away
like... Sexual Chocolate!

Craig said...

Anon, I so agree. Copywriters trying to get their rap or monlogue on via stars or actors in commercials is the lamest power trip ever. Yet they keep on coming! I still wonder how this spot will help Mtn Dew? You see Jay get down-- you see a drink at some point, all your left with is Jay. The Red flavor dew is completely over shadowed.