Mentos Are Great for Covering Up Your Naughty Bits | Adweek Mentos Are Great for Covering Up Your Naughty Bits | Adweek
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Mentos Are Great for Covering Up Your Naughty Bits Martin ads mirror target magazines' content

After the fake Mentos commercial we enjoyed yesterday, it's time for the real thing—a new print campaign by The Martin Agency for Mentos Pure Fresh gum. Four new ads have been produced for specific magazines, with their content mirroring that of the publications—with Mentos inserting itself into the otherwise unsavory situations and making the product pitch. "Look, we have gum!" the ads cry. (They "spotlight the juxtaposition between the innocent quirkiness of Mentos and the not-so-innocent content of the ads," the agency tells us.) The ad above will run in Maxim. Three more ads are posted after the jump. "Wardrobe Malfunction" and "Pants" will run in InTouch, People and Us Weekly, while "Streaker" will appear in ESPN The Magazine and Sports Illustrated. Credits also posted after the jump.






CREDITS

Client: Mentos
Agency: The Martin Agency, Richmond, Va.
Executive Creative Director: Joe Alexander
Creative Director, Copywriter: Mike Lear
Associate Creative Director, Art Director: Dustin Artz
Senior Art Producer: Cindy Hicks
Executive Print Producer:  Jenny Schoenherr
Senior Strategic Planner: Kevin Rothermel
Senior Account Executive: Stephanie Shaw
Account Executive: Beau Brown
Photographer: Todd Wright
Talent: modelogic [Wilhelmina]
Creative Imaging: Alice Blue

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