BBH launches regional 'Be Momentos' campaign

The new TVC will be broadcast over several markets across the region, with first to be aired in South Korea and the Philippines.

This marks the first commercial that the agency has produced for Mentos since it was appointed the AOR last year. It features the Mentos Chewy Dragees Mint which will be running for the next 12 months.

The TVC was shot in South Africa by the Sniper Twins and provides a different take on a usually serious and competitive spirit seen in a track and field race. Here, the usually silent sports mascot decides to 'Be Momentos' and surprises the audience with a sudden and dramatic act.

"'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?," remarked Adrian Chan, art director at BBH Asia-Pacific.

Mentos is one of five brands under the Perfetti Van Melle group that BBH works with globally. The BBH network currently handles the Chupa Chups global account, Mentos global account, Alpenliebe in China and Frisk and Vigorsol Europe accounts.

Credits:

Creative director Steve Elrick / Ashidiq Ghazali
Art director  Adrian Chan
Copywriter  Douglas Hamilton
Account planner  Fredrick Sarnblad/Alexis de Montaigu
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