Written by Jack Walzer and Joey Martino
In February of 2016, Mountain Dew released the Puppymonkeybaby ad during Super Bowl 50. Mountain Dew made this commercial to showcase their drink, Mountain Dew Kickstart.
This commercial used symbolism to show the three main components of the Kickstart drink which are Mountain dew, Juice, and Caffeine. They make the centerpiece of the commercial the “Puppy Monkey Baby” who has three parts to him, all which are things that people like. These three parts symbolize the three parts of their drink. They are aiming to get the viewers to connect the three lovable parts of their commercial with the three main parts of their drink.
The psychoanalysis part of this commercial starts with the PuppyMonkeyBaby. It makes the commercial memorable. The advertisers know that when a person watches this it would stick in their mind. They remember it because of the weirdness of it. It is so random that it stays and people’s minds and generates conversation about it. When people wake up the next day, they still are puzzled by this commercial. As conversation generates, more people look this up and more views come for Kickstart.
PepsiCo, who owns Kickstart spends a lot of money on advertising within a year. The company spends 2.4 billion dollars annually on ads and 19.2 million on super bowl ads, splitting the price between this ad and an ad for Pepsi Cola. They advertise the way they do because it pays off by the popularity of their commercial. Pepsi commercials always make a big splash and this commercial for Kickstart has made a lasting impact.