Do the Dew dah day

I’ll drink to that.

A funny thing happened on the way to the new day — Mountain Dew. That is, I saw something on TV. I don’t know what it was. But it apparently was some sort of video that had the “MD” logo that I figured out from the color must represent Mountain Dew. Or Mad Dog 20/20. Ah, the video was speedy and somewhat coherent so I don’t think it had to do with fortified wine.

Current TV, which the best I can tell is part TV network and part YouTube, has contests which encourages creative (stoned) types to make video ads for certain sponsors such as Mountain Dew. What the Dew wants:

“Show us how Dew is a part of things that you’re passionate about, and helps you do your thing. Don’t limit yourself. Fill your Dew V-CAM with cultural references from Sports and Music to Fashion and Gaming—any culture that’s about making things happen and expressing oneself.”

That stumps me. I can’t think of a single “thing” about which I am passionate and involves Mountain Dew.

Oh and …

“Show your passion but don’t do anything dangerous or illegal and Do the Dew.”

Well, that certainly rules out any other possibilities I might have considered.

When I was a kid, Mountain Dew was marketed with hillbillies on the bottle and in their ads. Now, due to cable and satellite, I don’t think hillbillies even exist anymore. If they do, they probably stay indoors all the time making moonshine liquor and watching Judge Judy via their dish.

Mountain Dew has in recent years been sold as a drink for young, hip, extreme types. I suppose it has something to do with the caffeine although I don’t really know how it compares to Red Bull or Starbucks or meth stimulant-wise. Plain coffee is fine for me.

It is just kind of amazing that this weird soda pop which was once something that might have been a chaser for white lightning, now is part of the culture of youth. WWCND? (What would Carrie Nation do?)

Leave a Reply

Your email address will not be published. Required fields are marked *