{"id":23585,"date":"2021-05-25T15:13:12","date_gmt":"2021-05-25T22:13:12","guid":{"rendered":"https:\/\/presskitchen.com\/?p=23585"},"modified":"2026-01-28T09:50:30","modified_gmt":"2026-01-28T09:50:30","slug":"mtn-dew-squeak-e-clean-studios","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/mtn-dew-squeak-e-clean-studios\/","title":{"rendered":"With Music by Squeak E Clean Studios, Lebron James Dances in Mtn Dew&#8217;s Latest Spot, on AdAge"},"content":{"rendered":"<p id=\"first-graph\">LeBron James\u2019 opening act for Mtn Dew includes plenty of salsa dancing. The basketball superstar\u2014who left Coca-Cola earlier this year for PepsiCo\u2014stars in a new ad for Mtn Dew\u2019s new energy drink that portrays an alternate version of his life if he was a slacker, instead of an athletic powerhouse and businessman.<\/p>\n<p class=\"inline-ad-para\">The spot from TBWA\\Chiat\\Day NY shows him confronting\u00a0the question, \u201cwho would I be if I snoozed?\u201d The answer, according to the ad, is a cartoon-watching, pizza-ordering commoner, who teaches salsa lessons instead of schooling competitors on the basketball court. The ad attempts to position the new\u00a0drink, called Mtn Dew Rise Energy, as a morning jump-start. The tagline, \u201cThe Morning Makes You,\u201d appears\u00a0after the ad shifts from scenes of James\u2019 alternate slacker lifestyle to his real-life pursuits of playing hoops, running businesses and engaging in philanthropy.<\/p>\n<p><iframe title=\"2021 NBA COMMERCIAL LEBRON JAMES MOUNTAIN DEW\ud83d\ude02\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/Ay3McukoNpM?feature=oembed&#038;width=840&#038;height=1000&#038;discover=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>The spot, directed by F. Gary Gray, will run nationally on TV and digital.<\/p>\n<p>James had been aligned with Coca-Cola Co. since 2003, when he was just 18-years-old, and was frequently used as the face of Sprite in ads from Wieden+Kennedy. Pepsi lured him to be the face of Mtn Dew Rise Energy drink as part of\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/cmo-strategy\/pepsico-inks-lebron-james-major-endorsement-deal-including-new-mtn-dew-rise-energy-drink\/2322161\">a larger endorsement deal<\/a>\u00a0that will include other brands across PepsiCo\u2019s food and beverage lineup, as well as social justice endeavors.<\/p>\n<p>Cans of Rise Energy feature a lion\u2014described by PepsiCo as \u201ca king with a fierce inner spirit\u201d\u2014which seems aligned with the star\u2019s King James nickname. Mtn Dew is seeking to differentiate Rise in the competitive energy drink category by pitching it as a morning beverage. It contains 180 mg of caffeine, vitamins A and C, as well as fruit juice and Citicoline,\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/www.webmd.com\/vitamins\/ai\/ingredientmono-1090\/citicoline#:~:text=Citicoline%20is%20taken%20by%20mouth,other%20conditions%20of%20the%20brain.\">a dietary supplement that has been used to improve brain function.<\/a><\/p>\n<p>&#8220;Energy management remains a priority for consumers, and we&#8217;re excited to be working with LeBron to show how Mtn Dew Rise Energy can be that morning energy to help you seize the day,&#8221; Fabiola Torres, chief marketing officer and senior VP of PepsiCo\u2019s energy category, said in a statement.<\/p>\n<p>The ad\u00a0includes footage from the HBO show \u201cThe Shop: Uninterrupted,\u201d\u00a0which is produced by SpringHill Company, which is controlled by James and his business partner Maverick Carter. There are also scenes from James\u2019 Promise School in Akron, Ohio, where James was born. The city appears in\u00a0CGI form, with architectural depictions of local buildings \u201cin a scene to represent LeBron elevating his community and his students with a platform to achieve their dreams,\u201d according to PepsiCo.<\/p>\n<p>Read the original article\u00a0<em><strong><a href=\"https:\/\/adage.com\/creativity\/work\/lebron-james-mtn-dew-rise-morning-makes-you\/2335851\">here.<\/a><\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>LeBron James\u2019 opening act for Mtn Dew includes plenty of salsa dancing. The basketball superstar\u2014who left Coca-Cola earlier this year for PepsiCo\u2014stars in a new ad for Mtn Dew\u2019s new energy drink that portrays an&#8230;<\/p>\n","protected":false},"author":2,"featured_media":23586,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,2376],"tags":[],"class_list":["post-23585","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-squeak-e-clean-studios"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With Music by Squeak E Clean Studios, Lebron James Dances in Mtn Dew&#039;s Latest Spot, on AdAge - Press Kitchen<\/title>\n<meta name=\"description\" content=\"LeBron James\u2019 opening act for Mtn Dew includes plenty of salsa dancing. The basketball superstar\u2014who left Coca-Cola earlier this year for PepsiCo\u2014stars in a new ad for Mtn Dew\u2019s new energy drink that portrays an alternate version of his life if he was a slacker, instead of an athletic powerhouse and businessman.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/mtn-dew-squeak-e-clean-studios\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"With Music by Squeak E Clean Studios, Lebron James Dances in Mtn Dew&#039;s Latest Spot, on AdAge - Press Kitchen\" \/>\n<meta property=\"og:description\" content=\"LeBron James\u2019 opening act for Mtn Dew includes plenty of salsa dancing. 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