One Million Moms has received numerous complaints about Mountain Dew’s latest advertising campaign featuring the “Mountain Dude,” which includes an inappropriate and unnecessary double entendre. Foul language or its implications have no place in advertising, yet Mountain Dew seems to have intended this wordplay.
While the campaign promotes its soda, the commercials clearly suggest profanity as well. For instance, in one ad, a man on a donkey hears the Mountain Dude say, “Hey, on the mountain, we’ve got a saying: ‘Get off your …!’” After a pause, the ad continues, “Ah, applying …!” Viewers can infer the implication, even though the donkey’s bray covers the last word. (Notably, the YouTube version does include the explicit term.)
Mountain Dew chose to include this suggestive language, leaving viewers with a clear understanding of what was meant. Such advertising is unnecessary; the company has opted for controversial content rather than family-friendly messaging, which One Million Moms finds highly inappropriate.
It seems Mountain Dew’s executives are unconcerned about the messages children receive, despite the negative impact such ads can have. Kids often repeat what they hear, and this ad reflects poor marketing choices. Mountain Dew should take corporate responsibility and avoid using offensive euphemisms.
As a parent and consumer, let them know you are appalled by their recent marketing decisions. Mountain Dew needs to hear that parents disapprove!
If you agree this campaign is unsuitable, please sign our petition urging Mountain Dew to immediately withdraw the “The Mountain Is Calling” commercial.
