Mountain Dew’s Puppy Monkey Baby Super Bowl Spot Is as Odd as It Is Addictive

First in-game ad for the brand since 2000

Headshot of Kristina Monllos

Big Game ads featuring puppies, monkeys or babies often win the Super Bowl, so Mountain Dew decided to fuse all three together.

Why risk segmenting your audience (What if someone likes babies but not puppies? Or monkeys but not babies?) when you can play Dr. Frankenstein and blend all three together? 

And the accompanying song, while not quite as danceable as the original spot's "Out the Speakers," is almost sure to get stuck in your head.

The 30-second spot, from BBDO in New York, will air during the first quarter of the Big Game. This is the first time since 2000 that the PepsiCo brand has had an in-game spot. 

The concept, while a bit off-putting visually, makes sense for what the brand is selling; Mountain Dew's Kickstart combines Mountain Dew with real fruit juice and a splash of caffeine.

The spot is part of a larger campaign effort, which will include digital, social and out-of-home elements. 

• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.