- Mountain Dew is rolling out Vine-based TV spots. The stop-action videos show Mountain Dew bottles acting like skateboarders and NASCAR drivers.
- The spots combine two of the hottest trends in advertising: Vine's six-second format and the five-second billboard.
- The first of the ads ran on NBC Sports. The second will air this weekend during ESPN's coverage of NASCAR.
Mountain Dew is supposed to be edgy. We expect its ads to be "extreme" and "radical" or whatever is the catchphrase these days among 12-year olds who live with Mom but imagine themselves to be impossible-to-tame rebels. So we're a little surprised to see the brand jump on the stop-motion, Vine video craze. We've seen these things before. And we suspect this trend is over.