Grammy Award-winning artist Seal is making a splash with Mountain Dew's latest Super Bowl campaign.
The new ad, aptly and hilariously titled "Kiss from a Lime" (yes, from Seal's hit song "Kiss from a Rose"), centers around the brand's beloved Baja Blast flavor for the second year running.
The commercial is helmed by advertising agency Goodby Silverstein & Partners and directed by Academy Award-winning director Taika Waititi via production house Hungry Man.
It celebrates the cultural impact of the Super Bowl with Mountain Dew's Baja Blast front and center.
View this post on Instagram
The campaign also features pop star Becky G alongside the brand's quirky mascot, Mountain Dude.
Funniest of all is Seal, who shows up as an actual seal to deliver a hilarious rendition of "Kiss from a Rose," one of his most iconic tracks.
In a statement, he spoke about the creative process behind the ad:
"I had a blast coming up with new lyrics and loved collaborating with their team to bring this campaign to life in such a fun and unexpected way."
Music was supervised by Walker, while Untold Studios handled VFX work.
View this post on Instagram
Scheduled to air during the second quarter of Super Bowl LIX, "Kiss from a Lime" is supported by on-ground activations in New Orleans, the host city.
Fans can further engage with the campaign through experiential marketing activations like Spot the Baja Blast Campervan and Escape to Baja Beach.
Gabriel Shaoolian, CEO and founder of award-winning full-service web design agency Digital Silk, said brands that win don’t just advertise — they create experiences.
"Mountain Dew’s campaign isn’t just about a Super Bowl ad; it’s a multi-touchpoint strategy that keeps consumers engaged beyond the screen.
By integrating digital and on-ground activations, they’re building brand affinity in a way that feels organic and memorable, which is exactly how modern brands should approach consumer engagement.”
These immersive brand experiences drive real-time engagement and create lasting consumer connections, reinforcing brand affinity beyond the Game Day spotlight.
Michael Melen, co-founder at SmartSites, believes great marketing isn’t just about making noise — it’s about creating moments people want to live in.
“This campaign doesn’t just sell a drink; it turns viewers into fans by immersing them in an unforgettable brand experience."
A Surreal Seal Sings at Sea
The 30-second commercial opens with Becky G and Mountain Dude enjoying a moment of refreshment as they sip on Baja Blast.
In a sudden twist, the scene transforms into a tropical beach with vivid colors and surreal visuals.
As the camera pans over this vibrant setting, Seal emerges in his seal form, delivering his revamped hit with his magical voice.
View this post on Instagram
A choir of seals accompanies him as they perform in harmony while steering clear of deep-sea predators.
The spot closes with Mountain Dude hilariously commenting how "none of this made sense."
This marks Taika Waititi's second Super Bowl LIX ad, with the director having worked on a campaign for Lay's.
Meanwhile, Goodby Silverstein & Partners recently worked on a unique campaign for Cheetos last month involving a wacky font.
