All Rise: LeBron James Stars In First PepsiCo Campaign For Mtn Dew Rise
Thursday, May 13, 2021 at 02:46PM By Barry Janoff
May 13, 2021: In his first starring role under his new deal with PepsiCo, LeBron James gets to show his humorous said and his personal side in a multimedia campaign for Mountain Dew Rise Energy.
The effort, anchored by a 60-second spot, “The Morning Makes You,” is the first campaign for Mountain Dew Rise Energy, which launched in March.
That was also when James unveiled his deal with PepsiCo after two decades with rival Coca-Cola.
As part of the alliance, PepsiCo said it would work with James in such areas as education, social justice and community initiatives.
True to the premise, “The Morning Makes You” includes shots of LeBron’s mom, Gloria, teaching kids in the LeBron James Family Foundation's I PROMISE School; James discussing social issues during his SpringHill Company's HBO show "The Shop: Uninterrupted”; and spending time with his own wife and kids.
”As the new campaign shows, LeBron truly embodies the Mountain Dew Rise Energy. brand,” Fabiola Torres, CMO and svp-PepsiCo Energy Category, said via the company.
“It's all about dedication, motivation and seizing the new opportunities that every morning brings."
“The Morning Makes You” begins with James in bed waking up to an early morning alarm. He heads to the refrigerator, filled with Mountain Dew Rise Energy.
While taking a sip, the four-time NBA champion envisions what his life would be like if he didn’t maintain his high standards of energy, effort and dedication — with Mountain Dew Rise Energy being the ideal solution and rival drinks being his alternate vision.
“Who would I be if I snoozed?” he asks. “Skipped a practice here and there (as he watches cartoons on TV). Lost sight of my goals (taking a pizza delivered for ‘Lee Bron' —as he is no loanger famous — then riding a lawn mower to cut his grass).
“I might have been LeBron (No Longer King) James — Salsa King?! (with a shot of him teaching a salsa dance class).
“No. I choose to rise (cut to him working out in a gym).
“To push myself to the limit (now seen on the court during a Los Angeles Lakers game throwing down a slam dunk). To tell stories in a power of all creative.
"To uplift communities so that every kid has a chance to achieve their dreams," he continues.
“And also keeping up with my own kids (a shot of him dancing and making a TikTok video with his wife and kids).
“But what else? (as he answers the phone): 'Maverick, I’ve got a great idea . . .' (speaking to his business partner and friend Maverick Carter).
“Mountain Dew Rise Energy. The morning makes you.”
As part of the spot, lead agency TBWA\Chiat\Day NY said it “created a stylized CGI map of LeBron's hometown of Akron, Ohio, with architectural depictions of local buildings in a scene to represent LeBron elevating his community and his students with a platform to achieve their dreams.”
"I'm really proud of this spot and what the partnership represents,” James said via PepsiCo.
“It's about more than a drink. It's about working every single day to be the best you can be. Whether it's at home, on the floor, in my community, or my business, when I rise, it's to work every day to build something great."
According to the company, Mountain Dew Rise Energy has “180 mg of caffeine, antioxidants, vitamins A and C, and fruit juice; Citicoline and caffeine to boost mental clarity and Zinc for immune support. (It is) designed to awaken ambition and help you conquer the morning to conquer your day."
“The Morning Makes You” will air on broadcast and cable beginning this week, including during NBA programming on ESPN, ABC, TNT and NBA TV. 
The 60-second spot will also air in 30- and 15-second versions. Support includes digital, social media and POP.
PepsiCo said the partnership with James "includes beverages and will activate across PepsiCo's portfolio in unique and unexpected ways including in the snack category.”
"Energy management remains a priority for consumers, and we're excited to be working with LeBron to show how Mountain Dew Rise Energy. can be that morning energy to help you seize the day," said Torres.
LeBron’s PepsiCo Deal Will Embrace Education, Social Issues
Back to Home Page