MTN Dew Rise Energy has rolled out the brand’s first-ever ad campaign, “The Morning Makes You,” featuring NBA superstar LeBron James.

The 60-second ad was directed by F. Gary Gray via RadicalMedia for TBWA\Chiat\Day NY. Gray is known for films such as The Italian Job and Friday.

Rise Energy has 180 mg of caffeine, antioxidants, vitamins A and C, and fruit juice. With Citicoline and caffeine to boost mental clarity and Zinc for immune support, Rise Energy is designed to awaken ambition, seize the morning and the day.

The new "Morning Makes You" ad playfully imagines the life of LeBron James if he chose to snooze in the mornings, juxtaposing the alternate reality with the accomplished champion, father, businessman, and philanthropist James is today. The film incorporates footage from various aspects of his life, including The SpringHill Company’s groundbreaking HBO show “The Shop: Uninterrupted,” his mother Gloria helping students at the LeBron James Family Foundation’s I PROMISE School, the James family creating a new TikTok video, as well as NBA in-game footage. TBWA\Chiat\Day NY also 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.

 - Shoot Online

Role
Lead Compositor

Director
F. Gary Gray

Agency
TBWA\Chiat\Day NY