Mountain Dew teamed up with Tyler, the Creator in the making of their new Mountain Dew commercial, which the artist himself will be self-directing. Companies teaming up with celebrities is nothing new, but giving the celebrity directorial power is certainly a new strategy, which could be potentially risky or very profitable.
Mountain Dew has taken a smart risk by getting Tyler, the Creator to self-direct its commercial, because his widespread popularity is able to draw in a large audience to the commercial and brand. Although showcasing celebrities in scripted roles often garners a lot of attention, it is Tyler's personality and humor that will subsequently draw in viewers to the advertisement, which is set to debut in just a few days.
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