Can Mentos Empower One to Dodge a Sword Blindfolded? Not A Chance

By Michael Musco 

After being named U.S. social media AOR for Mentos in January, The Martin Agency has debuted a new social/digital campaign for the freshmaker.

Named after the word for a single Mentos candy or gum, Dragee (drä zhēˈ), the star in this spot (fueled with the spirit of optimism), maintains a fresh take on life even after a sword courses through his body, spewing blood everywhere while attempting to avoid a swordsman’s blade blindfolded. Though unsuccessful, he remains ever positive, ever committed to his charge, especially in front of his protege, Rick.


Keith Cartwright, SVP/group creative director at The Martin Agency says in a statement, “When Mentos approached us, we jumped at the opportunity to create a comprehensive social/digital U.S.-based campaign for a global brand. The chance to build this campaign solely on Facebook offered creative challenges and opportunities. In the end, we’re incredibly proud of the work and what we were able to accomplish in this space.”

Should the brand have just stuck to relying on its “fresh maker” tag instead? You can be the judge of that. Credits after the jump…

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 Digital Executive Producer: Lalita Koehler

Agency Digital Producer: Eryn Lovich

Production Company: Radical Media, NY

Director:  Rosey

Director of Photography: Tim Pike

Executive Producer: Jim Bouvet

Editorial Company: Running with Scissors