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The Last King of Soda

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155340__forest_lHey, Forest Whitaker, what are you going to do now that you’ve had some time to admire that Oscar on your mantle? Oh. You’re producing and acting in some sort of Second Life-esque virtual-reality thing that will let players create a brand-new flavor of Mountain Dew, to go on sale next year. That’s… cool, I guess?

“Mountain Dew offered me an amazing opportunity to create a mythic universe using all forms of storytelling that will allow those who participate to develop their product,” the acclaimed actor told Variety today. “Ultimately, the drink will be on the street and in stores where you get to see it, touch it, taste it, drink it, make it a part of you.” Sure, Forest, whatever you say — go ahead and cash that endorsement check, you’ve earned it! Wait, what’s that? “This is about voting. This is about taking a stance and making things happen. It’s about empowering people and allowing them to express themselves and create something that represents who they are.”

Sorry, nope. I hate to be the one to tell you this, dude, but it’s about empowering PepsiCo and allowing them to sell soft drinks. And while I might drink the soda, I’m not sure I can swallow all those vapid platitudes about “Dewmocracy” — which is seriously what they’re calling this thing, no joke.

All in all, I think I liked the guy better when he was playing a sociopathic third-world dictator… Anyone care to disagree? Does the idea of “Dewmocracy” actually leave any of you feeling inspired — or at least thirsty?

Originally posted November 7 2007 — 10:58 PM EST

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