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LeBron James Imagines a Life of Snoozing in MTN DEW RISE ENERGY Spot

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Critically-acclaimed director F. Gary Gray and TBWA\Chiat\Day NY launch the first ever campaign following LeBron reflect on a different kind of life

LeBron James Imagines a Life of Snoozing in MTN DEW RISE ENERGY Spot

MTN DEW RISE ENERGY today released the brand's first-ever ad campaign, 'The Morning Makes You,' featuring NBA superstar LeBron James.

The 60-second ad – directed by critically-acclaimed director F. Gary Gray, known for films such as The Italian Job and Friday – is produced by TBWA\Chiat\Day NY and will run nationally across multiple platforms, including broadcast and digital placements.   

MTN DEW RISE ENERGY, launched in March, has 180 mg of caffeine, antioxidants, vitamins A and C, and fruit juice. With Citicoline and caffeine to boost mental clarity and Zinc for immune support, MTN DEW RISE ENERGY is designed to awaken ambition and help you conquer the morning to conquer your day. It is available in 16 oz cans in six delicious, refreshing flavours: Pomegranate Blue Burst, Orange Breeze, Strawberry Melon Spark, Tropical Sunrise, Berry Blitz, and Peach Mango Dawn.

"Energy management remains a priority for consumers, and we'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," said Fabiola Torres, chief marketing officer and senior vice president of the PepsiCo Energy Category. "As the new campaign shows, LeBron truly embodies the MTN DEW RISE ENERGY brand. It's all about dedication, motivation, and seizing the new opportunities that every morning brings."

The new ad playfully imagines the life of LeBron James if he chose to snooze in the mornings, juxtaposing the alternate reality with the accomplished champion, father, businessman, and philanthropist James is today. The film incorporates footage from various aspects of his life, including The SpringHill Company's groundbreaking HBO show 'The Shop: Uninterrupted,' his mother Gloria helping students at the LeBron James Family Foundation's I PROMISE School, the James family creating a new TikTok video, as well as NBA in-game footage. TBWA\Chiat\Day NY also created a stylised CGI map of LeBron's hometown of Akron, Ohio, with architectural depictions of local buildings in a scene to represent LeBron elevating his community and his students with a platform to achieve their dreams.

"I'm really proud of this spot and what the partnership represents. It's about more than a drink. It's about working every single day to be the best you can be," said James. "Whether it's at home, on the floor, in my community, or my business, when I rise, it's to work every day to build something great."

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PepsiCo/ MTN Dew Rise Energy

CMO, SVP–PepsiCo Energy: Faby Torres

Senior Director–PepsiCo Energy: Brandi Ray

Brand Director–PepsiCo Energy: Amber Rushton

Senior Brand Manager–PepsiCo Energy: Abigail Staples

SVP – Media, Sports & Entertainment: Adam Harter

Direct Focus

CEO, Direct Focus: Barry Rosen

Producer: Lauren Renz

TBWA\Chiat\Day New York

CCO: Chris Beresford-Hill

Executive Creative Director: Ricard Valero

Associate Creative Director, Copy: Shannon Murphy

Associate Creative Director, Art: David Stevanov

Director of Production: John Doris 

Executive Producer: Amanda Revere

Director of Integrated Business Affairs: Thalia Tsouros

Senior Integrated Business Affairs Manager: Anne-Camille Charpié

Business Lead: Bruna Bechelli

Senior Business Manager: Allie Lightcap

Operations Manager: Christina Curtis

Communications: Asheden Hill

Executive Strategy Director: John Gibson

Senior Strategist: Bodi Karsono

Senior Strategist: Elliot Carter

CSO: James Sowden

CEO: Nancy Reyes 


Production Company: Radical Media

Director: F. Gary Gray 

Executive Producer: Jim Bouvet

Producer: Jeremy Barrett


Edit: Exile

Editor: Edward Line

Assistant Editor: Mike Horan

Producer: Elizabeth Gelhar

Executive Producer: Sasha Hirshfield

HOP: Evyn Bruce


VFX: The Mill

Creative Director: Nathan Kane

VFX Shoot Supervisor: Patrick Heinen

Executive Producer: Mandy Harris

Senior Producer: Catherine M. Fischer

2D Lead Artist: Kyle Cody

3D Lead Artist: Seon Crawford

2D Artists: Taner Besen, Nasser Mandavi, James Cudahy, Adam Deutsch, Jade Kim

3D Artists: Jackie Liao, Casey Reuter

Finish Artist: Kevan Lee

Matte Painting: Cedric Menard

Head of Design: Mike Schaeffer

Designer: Andrew Lucas


Colour: The Mill

Colourist: Michael Rossiter

Executive Producer, Colour: Rochelle Brown

Colour Producer: Evan Bauer


Original Music: Squeak E. Clean Studios

Creative Director: Zac Colwell

Composer: Rob Barbato

Producer: Nick Doering

Licensed Music

"God": Sinjin Hake and Zora Jones

“Ven Devorame Otra Vez”: Lalo Rodriguez


Audio Mix: Heard City

Evan Mangiemelle and Mike Vitacco: Audio Engineers

Genres: Comedy, People, Storytelling, Dialogue

Categories: Energy Drinks, Soft Drinks

TBWA\Chiat\Day, Tue, 18 May 2021 15:18:52 GMT