Thursday, August 16, 2012
Teens help produce TV ad with Lil Wayne
By Keith Hamm
A group teenagers from a New York City mentoring program that builds confidence through board sports have teamed up with rapper-turned-skateboarder Lil Wayne to produce a national television commercial this summer.
The 30-second Mountain Dew spot, featuring the Grammy Award-winning Lil Wayne -- also known as Weezy -- begins its two-day shoot Aug. 16 in Miami, Fla., following storyboard concepts developed by 10 high school students from the Stoked after-school program.
"All of these kids snowboard and skateboard with us throughout the year," Stoked Founder and President Steve Larosiliere told ESPN.com. "They've gotten a lot of their confidence from the board sports, and it's given them the confidence to go in and talk to Mountain Dew executives, interact with professionals, and have their voices heard."
Those opportunities, says Larosiliere, reflect Stoked's mission, which is "to promote personal development, academic achievement, and healthy living to under-served youth through action sports culture," according to the nonprofit's website.