We managed to convey real emotion and adrenaline in a medium were it's usually pretended.

We were aware that our radio ad could be perceived as a fake one as we had to use an announcer in a recording studio who had to pretend to be in an adrenaline situation using loads of sound effects. That's why we decided to use the typical announcer and record the radio ad but instead of doing it in a recording studio we had him jump off a plane at 12.000 feet and record the radio ad as he was falling down, so all the emotion and adrenaline that the announcer would express will be real. To let everybody know that we actually did this, we did a video clip that documented how we record the radio ad and upload it to the mountain dew website. 

In order to launch Mountain Dew in Colombia we were asked to develop a radio ad to explain to everybody that Mountain Dew is a brand with attitude, really intense and full of adrenaline.