Mtn Dew is launching a series of bite-size videos featuring a pint-size animated character, in the hopes of attracting attention on mobile devices.
"Dewdles," a series of eight 15-second videos, features animation on top of live action and was shot with a variety of cameras, including iPhones. The character -- unofficially known as "little dewd" within the brand -- is decked out in a helmet and cape in Mtn Dew's trademark green and red. In the videos, he takes a ride on a bottle rocket and the lever of a toaster.
The intent is for Dewdles to be an ongoing effort, with more videos rolling out in the coming months. BBDO New York worked on the campaign.