ASIA-PACIFIC – SINGAPORE, APRIL 2011 – BBH Asia Pacific has launched its ‘Be Momentos’ regional campaign for Mentos with a new television commercial featuring the new tagline.
The spot, which launches over several markets starting with South Korea and the Philippines, is the first commercial BBH Asia Pacific has released for Mentos since it was officially named Mentos’ Agency of Record late last year. The TVC featuring the Mentos Chewy Dragees Mint will run over the next twelve months.
Shot in South Africa and directed by the Sniper Twins – of MTV ‘The Hard Times of RJ Berger’ trailer fame – the television commercial provides an unexpected take on the usually serious and highly competitive spirit seen at a track and field race. The usually silent and faceless sports ‘mascot’ decides to ‘Be Momentos’ when he surprises everyone with a sudden and dramatic act.
Said Adrian Chan, Art Director, BBH Asia Pacific: "‘Be Momentos’ is about encouraging you to abandon inhibitions and do something amazing, ‘legendary‘, no matter how outlandish. So what better way to mentally liberate yourself from any negative voices in your head, than to shut them up with a deliciously, chewy Mentos?"
Mentos is one of five brands under the Perfetti Van Melle group that BBH works with globally, the four others being the global Chupa Chups account, the Alpenliebe business in China, and Frisk and Vigorsol in Europe.
CREDITS:
Agency: BBH Asia Pacific
Creative Director: Steve Elrick / Ashidiq Ghazali
Art Director : Adrian Chan
Copywriter : Douglas Hamilton
Account Planner : Fredrick Sarnblad/Alexis de Montaigu
Business Director : Frances Great/David Webster
Account Director : Eugenie Yeo
Account Manager : Prema Techinamurthi
Agency Producer : Kristin Armstrong
Director: The Sniper Twins
Production Company: Independent (UK)
Production Company Producer: Dickie Jeffares
Music Production: Fuse
Post Production: Black Ginger, Cape Town
