Dive Brief:

• Mountain Dew is rolling out Vine-based TV spots. The stop-action videos show Mountain Dew bottles acting like skateboarders and NASCAR drivers.
• The spots combine two of the hottest trends in advertising: Vine's six-second format and the five-second billboard.
• The first of the ads ran on NBC Sports. The second will air this weekend during ESPN's coverage of NASCAR.

Dive Insight:

Mountain Dew is supposed to be edgy. We expect its ads to be "extreme" and "radical" or whatever is the catchphrase these days among 12-year olds who live with Mom but imagine themselves to be impossible-to-tame rebels. So we're a little surprised to see the brand jump on the stop-motion, Vine video craze. We've seen these things before. And we suspect this trend is over.