Grizzly Dude From ’70s Beer Ads Gets Lost, Wanders Into Modern Spot for Dr Pepper Ten

Deutsch's manliest man

Oh, how I've longed to get away from it all and live in the woods, wild and free, with some guy in a bear suit as my only companion. The scruffy protagonist of Deutsch LA's new "Mountain Man" spot for Dr Pepper Ten is living that dream in a parody of macho '70s beer commercials that's as goofy as all outdoors. Our hero grows out his beard (itchy, most likely); eats bark off trees (not so tasty, one assumes); calls out for a hawk to fetch him an icy-cold can of the "manliest low-calorie soda in the history of mankind" (no eye-pecking—maybe next time); and gets taxied around by Mr. Bear paddling a canoe (all that fur must be hot as hell). Note to self: Order a bear suit. It commands respect, and I could stand to sweat off a few pounds. A few shorter executions plus credits after the jump.


Client: Dr Pepper Snapple Group

Brand: Dr Pepper Ten


Chief Marketing Officer: Jim Trebilcock

Director of Marketing: Leslie Vesper

Brand Manager: Angela Snellings

Associate Brand Manager: Erica Hollington

Director of Creative: Shaun Nichols

Advertising Manager: Sharon Leath

Deutsch Creative Credits:

Chief Creative Officer: Mark Hunter

Group Creative Director: Brett Craig

Integrated Creative Director: Xavier Teo

Associate Creative Director, Art Director: Erick Mangali

Associate Creative Director, Copywriter: Ryan Lehr

Copywriter: Trey Tyler

Art Director: Jacob Abernathy

Director of Integrated Production: Vic Palumbo

Director of Content Production: Victoria Guenier

Executive Producer: Lisa K. Johnson

Producer (Post): Matthew Magsaysay

Production Company:

Imperial Woodpecker

Director: Stacy Wall

Executive Producer, Managing Partner: Doug Halbert

Producer: Jeff Shupe

Director of Photography: Corey Walter

First Assistant Director: Miles Johnstone


Cut and Run

Editor: Frank Efron

Assistant Editor: Jeff Carter

Managing Director: Michelle Burke

Executive Producer:  Carr Schilling

Senior Producer: Christie Price

Visual Effects:

The Mill

Executive Producer: Sue Troyan

Producer: Jess Ambrose

Color Producer: LaRue Anderson

Shoot Supervisor: Tara Demarco

Colorist: Shane Reed

2-D Lead Artist: Tara Demarco

3-D Lead Artist: John Leonti

2-D Artist: Dag Ivarsoy

3-D Artists: Ryan Reeb, Brian Yu

Matte Painting: Lyndall Spagnoletti


Massive Music

Creative Director: Tim Adams

Executive Producer: Scott Cymbala

Composer: Tim Adams

Producer: Jessica Entner

Sound Design:

Massive Music

Sound Designer: Dean Hovey

Audio Post:

Lime Studios

Mixer: Mark Meyuhas

Assistant Mixer: Matt Miller

Executive Producer: Jessica Locke

Additional Deutsch Credits:

Chief Executive Officer: Michael Sheldon

Group Account Director: David Dreyer

Account Director: Helen Murray

Account Supervisor: Andrew Dubois

Account Executive: Kate DeMallie

Chief Strategic Officer: Jeffrey Blish

Group Planning Director: Aileen Russell

Director of Integrated Business Affairs: Abilino Guillermo

Senior Business Affairs Manager: Ken Rongey

Broadcast Traffic Manager: Gus Meija

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@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.