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| Mountan Dew MDX Ad |
- For my food and drink ad I chose Mountain Dew MDX. I do not see this drink in stores anymore so I assume there was some sort of FDA ban on it. Anyway, this ad was first aired on television almost ten years ago because I remember it coming out within months of the first Mountain Dew’s debut. The drink ad starts by showing the full moon in a green, almost night vision; tint and playing the first few seconds of the first bongo chorus in Lionel Richie’s song “All Night Long” one of my personal R&B favorites. As the video goes on, nocturnal animals, indigenous to the Amazon forest, sing parts of “All Night Long” until the end when a narrator says “energy meets soda. Introducing Mountain Dew MDX. Be nocturnal.”
Aside from the drink, I think that the ad is appealing to the common desire to stay up all night. This is such a common desire. It ranges from a little kid staying up for a slumber party to teenagers staying up for a night on the town to working adults who need to get that merger presentation done by the next day. Since the desire to “be nocturnal” extends to all these different ages, maybe ages eight to forty, I think these are the attended audiences of this ad.
The Mountain Dew commercial makes no cultural claim or warrant, but does claim that by drinking this new version of Mountain Dew, you will be able to actually become nocturnal. Obviously it’s not a serious claim because to be nocturnal you would have to sleep during every day and wake up every night of your life. However, due to the effects of the guarana, ginseng, and taurine listed at the end of the ad, with enough Mountain Dew MDX, I’m sure anyone can temporarily become nocturnal.
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I've never seen this commercial but it sounds really strange. Is it DMX or MDX? Because DMX is the name of the active ingredient in many cough-suppressing drugs like Robitussin, and that would be a little weird...
ReplyDeleteAnyway, I think this does kind of make a cultural claim. Americans, as you said, have a whole huge collection of reasons for wanting to stay up late. Studying, parties, working, just to have fun..and this ad appeals to that by using harmonious rainforest creatures to get the point across that staying up late is fun.
Also, what does MDX stand for? I noticed at the end of the ad one of the ingredients is Maltodextrin. Is it that or is it Mountain Dew X, as in Xtreme?