Wipeout groans: Mountain Dew turns the camera on the watchers

  • Advertising
  • November 28, 2014
  • StopPress Team
Wipeout groans: Mountain Dew turns the camera on the watchers

In both surfing and skateboarding culture, a harmonic groan often accompanies a wipeout. Whether it's a group of pros waiting in the channel at Teahupo'o  or a few mates just having a bowl session at the local skate park, this groan serves as a salute to the fallen. And the more severe the wipeout, the more animated and pronounced the reaction from the specators on the sideline.

Using this as the premise, Colenso BBDO has continued Mountain Dew's 'To get to easy you have to go through hard' positioning with a new clip that turns the camera on the spectators watching a skater try to land a trick.  

During the clip, the camera captures the reactions of the group of friends as they watch an unseen skater trying to land a trick. Each failure suggested by background sounds of a skater falling are met with groans across the board. And each time the unseen skater falls, the reactions from the spectators just become more intense, until elation erupts as the trick is landed. 

The description on the video simply says: "Idiot. Idiot. Idiot. Idiot. Idiot. Legend. Check out the new vid. You’ll know that feeling."

And given that the video has already been watched over 122,000 times since being uploaded on 16 November, it's clear that the message resonates with quite a few skaters out there. 

Production credits:

Production Company: 8 
Director: Michael Humphrey
DOP: Aaron Morton   

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Whittaker's divides the court of public opinion – but all for a good cause

  • Advertising
  • February 22, 2019
  • Caitlin Salter
Whittaker's divides the court of public opinion – but all for a good cause

On Monday, Whittaker’s launched its latest novelty chocolate-lolly mash up with a chocolatey answer to retro bakesale treat coconut ice. The Coconut Ice Surprise chocolate has a twist though, 20c from each block goes to Plunket – a charity which New Zealanders agree is a worthy cause. However, to relate the chocolate to the charity, Whittaker's has built the campaign around baby gender reveal parties, causing a backlash from the public who argue gender norms have expanded beyond blue for boys and pink for girls.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit