DIET DEW: THE ONLY DIET WITH DEW IN IT

Dew was having trouble convincing heartland, NASCAR-obsessed Dew drinkers that the Diet version wasn’t for wimps, so they were considering dropping the brand. Instead, we reframed the word “diet” to be about doing awesome stuff. We launched with Dale Call during the Super Bowl and Horse Show was released soon after. The spots were ultimately viewed over five million times on Youtube.

When the campaign launched, fans feverishly took to Twitter demanding the brand create real working Dale Calls. So that’s what Dew did. They’re still available on Amazon and seem to be perpetually on the verge of running out. Additionally, #DaleCall was printed on the back of Dale’s car for the rest of his career.

Director: Wayne McClammy

They even made a cammo Dale Call for when you feel like making serious faces.