Analysis Of Mountain Dew's 'No Logo'

Isn’t it almost impossible to prevent advertisements from popping up while you are browsing the internet? Mountain Dew’s “It All Starts with a Kick (Come Alive)” is an ad that appears in television and social media. It shows a group of friends playing a console game who then drink a Mtn. Dew Kickstart to “Come Alive” for outdoor activities. Naomi Klein, the author of “No Logo”, makes many claims that relate to the art of advertising, two of which are: 1) “The Gap, Ikea and the Body Shop were spreading like wildfire, masterfully transforming the generic into the brand-specific, largely through bold, carefully branded packaging and the promotion of an “experiential” shopping environment,” Klein indicates that famous global corporations intend
Their faces and the room itself show signs of boredom and laziness. When they drink a Mtn. Dew Kickstart soda, their bodies start to move and dance in a frenzied and randomized motion, indicating a flow of energy, excitement, and surprise that affects their current physical and emotional states. The technique that the makers of this advertisement used in this particular scene is ‘Magic Ingredients,’ meaning that the soda will make the drinker livelier and more energetic to do outdoor activities, thus creating a better lifestyle. Then inanimate objects start to move and dance, representing the unnoticeable and ignored part of the title of the ad, “Come Alive”. As time passes by, the whole room around them becomes more and more energetic. The dog dances on two legs, small azoic statues move, fish do so too, and even the console game’s characters are caught up in the scenario. This kind of jump in excitement is pretty humorous. The technique used in this scenario is ‘Wit and Humor.’ The whole room becomes a mess due to all of the dancing and energetic objects. At the end of the advertisement, the three men leave the room leaving behind the boring atmosphere around them and head out to do better activities outdoors. “It all starts with a kick,” says Mountain
Almost the whole advertisement was computer edited and enhanced to make the inanimate objects move in a rabid way. In the beginning none of the men looked at anything other than the screen. Only after they drank some Kickstart did they look at each other; this shows that they were oblivious to their surroundings because of the boredom that consumed them and that this soda made them realize they should go do something together outside. Basically, what this advertisement uses as a whole is the ‘Simple Solution’ technique to convince the buyers: buy a Kickstart to push away the lethargy. Furthermore, the ad uses the ‘Diversion’ technique to totally negate the bad health effects of the soda, distorting its fact and misleading the viewers into making them forget health issues, emphasizing the energy part of the product. The company professionally blended in four advertising techniques to hook the viewers, attempting to make us believe that their product will surely benefit our lifestyle. Since this ad comes along with the ‘Mtn. Dew Kickstart’ series, the ads are ongoing and