Mentos 'charge' by Bartle Bogle Hegarty

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The Italian confectionery manufacturer Perfetti Van Melle is launching a pan-European campaign for Mentos. Called "charge", the 30-second TV spot depicts a world gone mint-crazy. Set in a Scandinavian village, the ad opens with a man sounding a reveille on a horn. Upon hearing it, villagers proceed to strip and run towards what appears to be an icy lake. In fact, it turns out to be full of Mentos. Two further films – "breath brigade" and "sugafree" are to follow.

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Released: 26 July 2006

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Corrado Bianchi, marketing manager, Perfetti Van Melle
Generate increased awareness of and likeability for Mentos
Creative agency
Bartle Bogle Hegarty
Steve Wakelam, Dean Wei
Art directors
Steve Wakelam, Dean Wei
Bambos Neophytou
Production company
Therapy Films
Guy Manwaring
Mark Edinoff, Peepshow
Post production
The Mill
Audio post production
Pan-European TV

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