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Mountain Dew - Sex Change

Company: PepsiCo
    View Company Scorecard | Contact Company
Brand: Mountain Dew
Ad Title: Sex Change
Business Category: Non-Alcoholic Beverages
Media Outlets: Television
Country: United States
Region: North America
Agency: BBDO Worldwide
Year: 2005
Target: Mainstream
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Two men stand at a Mountain Dew vending machine. "Too bad she dumped you," one says to the other. As he grabs his soda, the other replies, "She didn't dump me, we're just taking a break." As the recently-dumped man proceeds to remotely unlock his car, his friend dismissively says, "Right.. That's good. I can't believe you locked this thing."

They are surprised to find out that the car has morphed into an old Camaro on the first click. "Whoa!"

When he clicks the remote again, the car turns into a monster truck. On the next click, the car transforms into a miniature car seating an older man in a suit and a sultan's cap. Finally, the car morphs into a customized, low-riding pick-up truck.

Satisfied with the vehicles latest incarnation, the friend approaches the truck, stepping into the clicker's line of fire and exclaiming "Sweet, let's roll!"

On the next click, the friend begins to transform into a woman, surprising both of the men. "Not cool," he says.

At first, the man appears mildly disgusted at his friend's transformation, but once his friend becomes a full-on Mountain Dew-wielding bombshell, he's pleased. "How 'bout a Dew?" she asks.

"Thank you," the man whispers to himself as he kisses his soda bottle.

The ad earns an "Equal" rating because, though the main character's initial reaction to his friend's transformation is one of shock, he is ultimately pleased with the final product, and he does not express reservations about how she came to be.

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