MOUNTAIN DEW - HAVING A BLAST

Since 2004, Mountain Dew Baja Blast could be purchased only at Taco Bell restaurants. Over the years, the soft drink had built a substantial cult following, and the beverage was frequently the subject of viral videos and memes. Fans would film themselves committing ridiculous “heists” of the product from Taco Bell soda fountains and would even attempt to make bootleg Baja Blast at home. Through Baja Blast–fan social posts, we learned that our audience’s sense of humor is deadpan and sarcastic, which is also shared by the masses, as evidenced by the popularity of Parks and Rec actors Aubrey Plaza and Nick Offerman––who comically portrayed the unenthusiastic assistant April Ludgate and her straight-faced boss, Ron Swanson, respectively.

The spot features actor and deadpan comedian Aubrey Plaza saying “I’m having a Blast” in a variety of entertaining scenarios while holding a Mountain Dew Baja Blast. The action opens with Aubrey sarcastically introducing herself as “America’s sweetheart” and explaining that she loves “having a Blast” (a Mountain Dew Baja Blast, that is). We follow along as Aubrey shows us that she’s capable of “having a Blast” anytime, anywhere––from a kids’ pool party to the back of a flying dragon. The spot ends with a cameo from an old friend: the equally straight-faced Nick Offerman, who happily joins her in “having a Blast.”

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