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NEW YORK Bartle Bogle Hegarty’s first stateside work for Perfetti Van Melle’s Mentos Breathmakers introduces “The more you eat, the fresher things get” as a tagline.
The 30-second television spot, directed by Rick Lemoine of @radical.media in New York, broke last month and is running on network and cable stations. It shows a man with a splinter in his finger who has attention lavished on him because he pops a few Mentos Breathmakers. Other, more seriously wounded patients are ignored.
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