Mountain Dew’s Super Bowl Ad Will Parody The Shining

Spot will promote brand’s new zero-sugar offering

The Shining served as inspiration for Mountain Dew's Super Bowl 2020 commercial. - Credit by Mountain Dew
Headshot of Minda Smiley

Mountain Dew has given fans a taste of what’s to come in its Super Bowl 2020 ad.

The PepsiCo brand has released a teaser of the 30-second spot, which will promote Mountain Dew’s new zero-sugar variety released earlier this month.

Judging from the teaser, it appears the game day spot will reference The Shining, as it references the Stephen King horror flick’s typewriter scene. Yet instead of the classic sentence that’s repeatedly typed out in the movie—“All work and no play makes Jack a dull boy”—viewers see a repeated proclamation about the new drink.


Mountain Dew is working with TBWA\Chiat\Day New York on this year’s campaign, marking the agency’s first Super Bowl spot for the brand after winning the account last year. The win ended Mountain Dew’s 46-year relationship with BBDO New York.

The soft drink brand sat out from the game last year, but its 2018 spot was a mashup with Doritos that starred Peter Dinklage and Morgan Freeman in a lip-sync rap battle.

Mountain Dew has opted to promote various versions of its drink rather than the primary product in its last two Super Bowl appearances, a trend that it’s continuing this year by spotlighting the new sugarless option. In 2016, its “Puppy Monkey Baby” game day spot promoted the brand’s line of Kickstart drinks, while 2018’s ad featured Mountain Dew Ice, a clear, lemon-lime flavored version of the soda.


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@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.