2014 Winners & Shortlists

Brief Explanation

In the Arab world, we often find ourselves doing things that don’t really make sense, yet we do them anyway as part of culturally accepted behaviors. Call them idiosyncratic or plain bizarre, all of us at one point have participated in these strange habits, whether we’d like to openly admit it or not, one thing is for sure, we love to openly laugh about it as Arabs. This unique insight inspired our campaign TVC, where it is during these peculiar moments that Mentos is needed to freshen our thinking with clarity. In this film, we witness our quirky character having an escalating meltdown, as he desperately tries to switch the channel that’s stuck on a classic Mexican soap (his worst nightmare, his grandma’s fantasy). Instinctually like many of us, he beats the remote control on any hard surface he can find, but to no solution. In the end, it takes a simple Mentos candy from his friend to give him some ‘fresh thinking’ to solve the dilemma – a simple battery change. Our TVC encouraged viewers via social media to GIVE THEM A MENTOS! if ever faced with people around them that need some fresh thinking too.