Mentos & BBH Say 'Don't Become Your Dad'
The week Mentos, the confectionery brand owned by Perfetti Van Melle, launches an integrated advertising campaign which introduces the new ‘Stay Fresh’ brand end line. The campaign, which comprises TV, press and outdoor executions, will launch in Europe and roll out out across other markets, including the US.
‘Stay Fresh’ encapsulates Mentos’ mission of helping the world be fresher by transforming the predictable moments of everyday life. The new campaign, ‘Don’t Become Your Dad’, continues the irreverent tone of previous Mentos advertising and depicts what can happen when you forget to ‘stay fresh’.
Created by BBH London, the three 30 second films play on the universal fear we have of prematurely turning into our parents. The ads show young guys who, much to the embarrassment of their friends, have the unfortunate tendency to deploy behaviours that are more suited to their fathers. There’s the guy who turns down the offer of a ride from two beautiful girls because their car doesn’t have seatbelts, and the student in the library unable to silence his embarrassing ringtone because he can’t work out how to use his mobile phone.
The series of comedic films were shot in LA by Tim Godsall through Biscuit Filmworks. Godsall also recently directed the Axe Apollo ‘Lifeguard’ and ‘Fireman’ films for BBH, and the Guardian ‘Own the Weekend’ campaign.
The campaign was created by BBH London creatives Simon Pearse and Emmanuel Saint M’Leux, and Creative Director Marc Hatfield.
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Creative Credits
Client name and title: Corrado Bianchi, International Marketing Director
BBH Creative Team: Simon Pearse and Emmanuel Saint M’leux
BBH Creative Director: Marc Hatfield
BBH Producer: Peter Montgomery
BBH Strategic Business Lead: Richard Lawson
BBH Strategist: Ben Shaw
BBH Team Director: Tom Woodhead
BBH Team Manager: Lauren Blunden
TV - Production
Production Company: Biscuit Filmworks
Director: Tim Godsall
Executive Producer: Orlando Wood
Producer: Rick Jarjoura
DoP: Darko Suvak
Editor: Rich Orrick at Work Post
Post Production: The Mill
Sound Design: 750 MPH
Sound Mixing / Arrangement: Sam Ashwell
Music: Adelphoi
Poster - Production
Illustrator: John See
Producer: Andrea Kenyon & Helen Johnston
Post Production: Wellcome
Print - Production
Production company: Twenty Twenty
Photographer: Daniel Stier
Producer: Andrea Kenyon & Helen Johnston
Post Production: Wellcome
Exposure (where is this work running, country and media type):
Media: 3 x 30” TV, 1 x Poster, 1 x Press
First markets: Switzerland, Turkey, France, Germany
Exposure: Global
