Rhandell Rubio
Mar 31, 2011

BBH launches regional 'Be Momentos' campaign

ASIA PACIFIC - BBH Asia-Pacific has today unveiled a regional campaign for Mentos, with a TVC and the new tagline 'Be Momentos'.

wide player in 16:9 format. Used on article page for 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

Related Articles

Just Published

14 hours ago

40 Under 40 2024: Dalton Henshaw, Bullfrog

Henshaw may have provoked doubters when he launched a creative indie shop during the onset of the pandemic. But four years later, armed with a healthy roster of clients and a set of happy employees, who’s laughing?

15 hours ago

FCB India's Dheeraj Sinha on commanding agency ...

Marking one year in his role as CEO of FCB Group India and South Asia, Sinha sits down with Campaign to discuss building a culture of “swag, not arrogance," his intense leadership style, and empowering young talent.

15 hours ago

Move and win roundup: Week of November 4, 2024

Endeavour Group, The Lux Collective, Apparent, Quiip, Pure Public Relations, and more in our weekly roundup of people moves and account wins.

16 hours ago

Cathay Pacific campaign introduces new Aria Suite ...

'Where artistry takes flight' campaign film by Publicis Groupe Hong Kong focuses more on feeling, less on service details.