That's right, the 1984-esque advertising campaign is a marketing vehicle promising to let the public decide the new flavor of Mountain Dew. The act of interacting with a series of web games and casting the occasional ballot is equated with the fight for "creative freedom". The visual themes are clearly meant to tie to films like V for Vendetta and The Matrix, and are meant to appeal to the same audiences.
But seriously folks, aren't we letting our marketing exceed our capacity a bit here? To me, the whole thing seems incredibly overwrought: an instant parody of itself.