On reading a video text

A brazen young rebel in an iconic 70’s muscle car flips a 180 and comes to a screeching halt in the middle of an intersection. His startled passenger asks “Whats up?” In a stern voice the fearless driver responds “Forgot my dew.” The camera fast forwards down the street to a storefront where he had left his irresistible beverage on the trunk of another’s car. An innocent pedestrian spots the soda and proceeds to claim it for himself. Just in the knick of time the daring stunt devil smashes through multiple boxes of watermelons causing the vehicle to come off the ground and initiates a barrel roll. The driver in mid air reaches out his T-top roadster and snags the soda out of the man’s hand, just before coming to a rough landing. As the car continues to speed off, a road mark reads “DO THE DEW.”
American culture- Just like any effective commercial, it must first be able to connect with the viewer on a personal level and a cultural level. Theirs no doubt about it that this commercial is targeted at young, male, Americans, this commercial in no way applies to a female viewer of any culture. The fearless and rebellious dare devil is an almost symbolic and iconic figure, like the main character in an action packed summer blockbuster. Any youthful and spirited kid would find themselves glued to the television while this ad plays during a Steven Seagal marathon on a popular movie casting channel. Later joking about with their friends about how unrealistic it is or how stupid and corny it might be. Although commercialism is
The idea that the character would risk his life and the lives of others around him just to rescue his forgotten beverage is indeed impractical and ridiculous. But it does attempt to establish a sort of implied “common goal” with the viewer. Something along the lines of, making your Mountain Dew a priority in a sense, it is sacred, yours and yours only. In other words “Do The Dew.”

http://www.youtube.com/watch?v=Vyy9wGinYK0&feature=related