Mentos

I'm very critical of using the word creative in China when its often a case of the Emperor's new clothes. So I want to plug an ad by BBH Shanghai that I saw at the AAAA awards in December. I liked it then and I like it even more now I can see some more strategic thoughts behind it.

Crucially I think it gets across some critical points about the product such as mouth feel, proximity to an open mouth and lastly (most weakly) a new product attribute of the green filling at the end. It's not brilliant but it is good and its fun. I'd expect this sort of creative to come out of Thailand usually.

Now if I could only get the commercial for children's clothes where the strategy, endline and creative was about "Children are illogical little things". It smelt like it had good planning on it. Hat tip to Madison Boom for reminding me.

Scamp

Scamp from BBH has cracked out one of the best print executions I've seen in a long time. This is why I love the print genre so very much. If there is anybody here from around the world who doesn't understand it, I'd love to hear from you because its well worth explaining. I particularly like print because I can linger on them without pressing pause or go back and read it if I like something without using up more electricity.