That dirty hippie known as Dragee returns in Martin Agency’s latest digital short for Mentos, which follows up the blood-spattered effort from February. This time, the character, who’s living in perpetual zen mode even though he’s always a glutton for punishment, attempts to cross a busy street in Cape Town, South Africa after swallowing some of those minty pills. With positivity in mind and straight man Rick once again by his side, Dragee barely makes it a few steps before fate and a host of vehicles intervene, turning our protagonist into a jaywalking rag doll.
In Dragee’s mind, it seems nothing is impossible, though unlike Boston Celtics star Kevin Garnett, the former’s never made it to the promised land in this social media-driven campaign, which once again leads to the Mentos Facebook page. Credits after the jump.
Chief Creative Officer: John Norman
Group Creative Director: Keith Cartwright
Copywriter: Mike Lear
Art Director: Dustin Artz
Strategic Planner: John Manley
Account Supervisor: Caroline Moncure
Agency Executive Producer: Brett Alexander
Agency Broadcast Producer: Tania Staykova
Agency Assistant Producer: Marlena Villery
Agency Digital Executive Producer: Lalita Koehler
Agency Digital Producer: Eryn Lovich
Production Company: Radical Media, NY
Director of Photography: Tim Pike
Executive Producer: Jim Bouvet