For horror fans everywhere, the MTN Dew Zero Sugar commercial from Sunday’s Super Bowl game was the shining star. The ad directed by Tom Kuntz is the perfect promotion for the brand’s new sans-sugar soda and targets soda drinkers everywhere searching for a healthier alternative. MTN Dew made a smart marketing move by choosing three of the most iconic scenes from 1980’s The Shining: Jack Torrence ascending the stairs and breaking down the bathroom door using an axe, the blood-filled hallway, and the twin girls eerily standing at the end of the infamous hallway.

The use of these images appeals to all three of the rhetorical devices, even in viewers that have never seen the original movie. For logos, visual hierarchy plays a big role in the reception of this commercial because of the product placement.

In this first image, the MTN Dew bottle’s bright green color makes it stand out against the pale colors of the background. The bottle is an addition to the scene from the movie as Jack’s (Bryan Cranston) right hand is originally empty as he makes his way up the stairs.

In this image, Jack uses the bottle to knock on the door of the bathroom where Wendy Torrence (Tracee Ellis Ross) is hiding from her husband. Cranston holds the bottle so that the label is strategically placed outward facing toward the camera. Again, the coloring of the bottle draws audience attention to the product placed in the foreground of the image. This strategy places attention on the product rather than the scene at first glance, which allows viewers to see the true reason for the ad before returning their attention to the comedic rendition of a coveted movie.

The image most commonly associated with The Shining is the one in which Jack shoves his head through the recently destroyed door and proclaims “heeeere’s Johnny” with a maniacal expression on his face. Cranston effectively created his own rendition of the scene, but replaced the original line with “heeeere’s MTN Dew Zero Sugar” in the same tone and manner as Nicholson in the original scene.

In the final seconds of the ad, the well-known image of the identical twins (both played by Cranston) is flashed as they drink the product while eerie voices chant “zero sugar” in the background repeatedly.

The recreation of these easily recognizable scenes also appeals to pathos because long-time horror fans get a sense of nostalgia for The Shining and other movies created in the 80’s. The commercial was well-done and showcases even small elements and details from the movie that viewers noticed, which also helps boost their ethos. The attention to detail seen in the set did not go unnoticed by fans and many commented under the official video with their appreciation. One user even said, “I am going to buy Mountain Dew now because of this!” Clearly, the risk they took in recreating a famous scene paid off based on audience reactions.

Against the image of the hotel lobby being flooded with green liquid (in place of blood from the original), the tagline of the product shows on the screen: “As good as the original, maybe even better?” This line also makes the commercial relevant by toying with current conversation that followed the release of Doctor Sleep, a sequel to The Shining. People debate over the success of the movie and its cultural significance when compared with the original, much like Mountain Dew is hoping people will do with their new drink.

Which do you think is better?