Mother’s first work for Trebor Extra Strong Mints introduces Bobby
Mallet, a preacher whose mission is to rid the world of chewing gum and
promote the heat, the glow and the glory of Extra Strong Mints.
A series of three ads, which breaks in cinemas in early September, are
set in Doncaster Scout Hall where a sparse audience has gathered to
behold the word as delivered by Mallet with the assistance of his
Mallet’s zeal for the mints drives him to humiliate the gum chewers in
the audience. He forces a former chewer to admit that she used to stick
gum under the table at work and once put some in her sister’s hair
because, the victim admits, ’She said I had thighs like my mother.’
An elderly woman is also used as an example. Mallet finds gum in her
handbag and forces three mints into her mouth as he makes her chant
’Thank you Trebor.’ The Scout hall resounds with feeble claps and
appreciative murmurs in response to Mallet’s crusade.
The films were directed by Lennie Dorfman through @radical.media and may
go on to TV next year. Media for the campaign is by Motive.
The campaign also extends to fly posters and press inserts. The print
work has been designed to appear as if clumsily hand-crafted by Mallet
and Julie and contains statements such as ’the bubble will burst in the
fires of hell’ and ’chocolate is pornography’.
The inserts will appear in the style press. An eight-page booklet is
also in production.
There is also a Bobby Mallet website which welcomes browsers with the
words: ’Your life starts now! Brothers and sisters, welcome to the Extra
Strong flock,’ and offers ’devotional merchandise’ for sale.
Mother won the pounds 2 million Extra Strong Mints account from WCRS in
June (Campaign, 6 June), ending the latter’s monopoly on the Trebor