 "New Mentos Cola ad keeps Captain Obvious in check")
If you know someone with a penchant for asking extremely obvious questions, show them the new Mentos campaign. Created to launch Cola, its latest flavour, the campaign takes a dig at all the people who ask Captain Obvious-esque questions. The ad has been created by Ogilvy & Mather and continues the brand’s ‘Dimaag ki batti jaale de’ proposition.
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A still from the commercial[/caption]
Commenting on the campaign, Nikhil Sharma, Director - Marketing, said “The new Mentos Cola commercial is in line with the platform of ‘Dimag ki Batti Jala De’ but with a fresh take on the situations where we don’t act as smartly. The variant which was launched last year has been doing well and we are sure that the new creative will further strengthen the consumer connect with the brand.”
The film is about a young boy who is at the cinema; people are still walking in and seeking their seats. Suddenly the boy notices his friend and a girl and screams out to him, excited. He further asks, “How come you are here? Are you here to watch a movie?” At this, the entire cinema hall goes silent and looks at him. They begin clapping and someone says, “No! He has come to cut his hair!” Another guy jumps out of his seat to click his picture while an old man is congratulating him for the ‘obvious’ question.
Watch the commercial here:
Said Abhijit Avasthi, National Creative Director, Ogilvy & Mather India, “At some point in life, everybody has been asked a question whose answer is so obvious; you don’t know how to answer. Well we have given you an answer. Just give them a Mentos Cola!”
Apart from television, the campaign will also have legs on the digital platform.
Credits:
Client: Perfetti Van Melle
Agency: Ogilvy & Mather
Creative team
National Creative Director: Abhijit Avasthi
Group Creative Director: Anurag Agnihotri
Senior Creative Director: Ashish Naik
Creative Controller: Nasrullah Husami,
Account Management
Branch Head -Ogilvy North: Kapil Arora
Vice President - Client Services: Antara Suri,
Account Director: Parul Madaan,
Account Supervisor: Ankita Singh
Production
Production House: Corcoise Films
Director: Vishwesh Krishnamurty
Producer: Kunal Kamra