In its recent digital ad for Mountain Dew, PepsiCo showcases a snowboarder performing an extreme sports’ trick, followed by an instruction to viewers, “Don’t Dew This at Home.” Despite the warning, the Advertising Standards Authority (ASA) has banned the ad, fearing the possibility of emulation by viewers, and particularly youth.
The ad is consistent with the extreme, risky quality of Mountain Dew’s previous campaigns. A young male snowboarder grabs onto a rope attached to a moving subway train, riding in bliss until what appears to be a dangerous fall. The screen goes white- displaying the warning message, “Don’t Dew This at Home”- and the ad turns to a group of friends tackling each other and celebrating with some Mountain Dew.
PepsiCo’s ad has been playing on YouTube since 2009, though it recently again been featured in video gaming apps and a few social media websites. The ASA received complaints that the stunt was realistic enough to be emulated by viewers- that were likely young due to the media surrounding the ad. PepsiCo replied that the ad was featured as solely a stunt and not a realistic event, made more apparent by the witty warning sign. Pepsi-Co also explained that the spot was intended only for viewers above age 16. It responded further by increasing the viewing age requirement to 18 and over.
Despite the entertainment-focused intention of the ad, ASA has ruled the video to be too much of a risk in its current display and has banned it for the time being.
Blog post written by Deutsch Intern: Olivia Lassoff
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