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Mountain Dew wraps up DEWeezy Project with new spot featuring Lil Wayne
 (October
18, 2012) Mountain Dew announced today it will premiere a new commercial
on Saturday, October 20, marking the culmination of the DEWeezy Project,
a partnership with Grammy Award-winning recording artist, Lil Wayne.
In collaboration with the action sports youth development agency STOKED,
the program enlisted 10 teens from the NYC area to work with brand and
industry executives, including director Chris Robinson of Robot Films
and Motive, a creative studio with offices in New York and Denver, to
co-create a :30 second television commercial. Through www.deweezy.com,
fans were able to follow the teens' journey and vote for their favorite
concepts and final cuts.
"The DEWeezy Project is representative of how Mountain Dew engages its
community in the development of our programs," said Brett O'Brien, Vice
President of Marketing, Mountain Dew. "This has been an incredible
collaboration, working with Lil Wayne, Stoked and DEW consumers to wrap
the final phase of the program that celebrates individuality and
creativity. The premiere of this commercial spot truly brings to life
our 'This is How I DEW' campaign."
"This has been an incredible and once in a lifetime experience for our
youth and organization," said Steve Larosiliere, Founder, STOKED. "This
has been a perfect partnership between STOKED and Mountain Dew,
providing youth with mentoring, access to industry leaders, and the
opportunity to be creative. The result is a high quality commercial
starring one of the biggest hip hop stars. We couldn't be more
thrilled."
Previous phases of the DEWeezy Project include the September 26 launch
of a new skate park in New Orleans' Lower 9th Ward Village, a
neighborhood center for one of the districts hit hardest by Hurricane
Katrina in 2005.
Tune in to NBC during Dew Tour coverage October 20-21 to catch the
premiere of the commercial. For more information on the DEWeezy Project,
visit www.DEWeezy.com or join the
conversation at #DEWeezy.
The DEWeezy project is your opportunity to be a part of the driving
force behind a brand new Mtn Dew TV spot starring Lil Wayne. Inspire the
idea, help select storyboards, and even get a behind the scenes look at
the TV shoot. Then watch as the spot comes to life in front of DEW
nation.
Go to Target Market News homepage
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