Mentos Stay Fresh – Don’t become your dad
Mentos, the confectionery brand owned by Perfetti Van Melle, has launched an integrated advertising campaign introducing the new “Stay Fresh” brand end line. “Stay Fresh” encapsulates the 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’.
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 Mentos Stay Fresh campaign was developed at BBH London by creative director Marc Hatfield, creatives Simon Pearse and Emmanuel Saint M’leux, producer Peter Montgomery, strategic business lead Richard Lawson, strategist Ben Shaw, team director Tom Woodhead, team manager Lauren Blunden, working with Corrado Bianchi, international marketing director for Mentos.
Editor was Rich Orrick at Work Post.
Post production was done at The Mill.
Posters were produced by illustrator John See, photographer Daniel Stier, producers Andrea Kenyon and Helen Johnston, with post production at Wellcome, and printing at Twenty Twenty.