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March 19, 2013
New campaign from BBH London warns ‘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.