Mentos Ad Review by Ishrath Nawaz: The Evolution of Wit
Perfetti Van Melle’s Mentos has always stood out for its quirky, clever advertising. With its latest TVC, it steps into bold new territory—reimagining the theory of evolution in the most hilarious and unconventional way possible. What if a monkey didn’t evolve over millennia but rather after chewing a Mentos? That’s exactly what the new commercial suggests.
In this Mentos Ad Review by Ishrath Nawaz, we unpack how a simple mint becomes the spark of human consciousness—and why this ad is being hailed as a masterclass in humorous marketing.
The Premise of the Mentos Ad: A Cheeky Twist on Darwin
The TVC opens with a donkey perched on a wooden cart while a monkey (his “slave”) pulls him along. Exhausted, the monkey spots a Mentos on the ground and asks the donkey—whom he respectfully calls Daddu—for permission to eat it. The donkey brushes him off, and the monkey pops the mint anyway.
What follows is an epic transformation: the monkey begins learning to hunt, create fire, make tools, stitch clothing, and invent the wheel. Fast-forward to a hilarious role reversal—the now-human monkey lounges on a wheeled cart while the donkey pulls him.
This clever reinterpretation of evolution brings laughter and instant connection—Darwin reimagined, the Mentos way.
A Tagline That Lights Up the Brain
“Dimaag ki Batti Jala De” (translation: Switch on the light in your brain) isn’t just a tagline—it’s the central force behind the ad’s concept. It’s a witty metaphor that perfectly aligns with the monkey’s realization and transformation after consuming Mentos.
The tagline has become a brand identity that continues to resonate with young, dynamic audiences who crave both stimulation and humor in equal measure.
Animated Storytelling That Engages Instantly
Unlike past Mentos ads that relied on live-action situational humor, this commercial takes a fully animated route, a bold creative decision. Directed by Rajesh Krishnan from Soda Films and animated by Frameworks in Singapore, the TVC delivers an immersive visual experience.
Every detail—from the monkey’s wide-eyed epiphany to the donkey’s smug expressions—enhances the ad’s comedic impact. The voices, especially Daddu’s (rumored to be a famous Hindi actor), add another layer of relatability and charm.
Fans of music videos might notice a familiar pace and theme reminiscent of Fatboy Slim’s “Right Here Right Now,” though the creators clarify this was not the inspiration.
Humor, Relatability & Evolution All in One
In the breakdown by Ishrath Nawaz, several reasons explain the ad’s viral success:
- Humor & Playfulness:
From a monkey pulling a donkey to the comical invention of fire and fashion, the ad uses slapstick humor and clever irony to entertain. - Relatable Spark:
The moment the monkey eats Mentos symbolizes that sudden burst of clarity—a feeling many associate with moments of creativity or problem-solving. - Visual Storytelling:
The rapid transformation montage keeps viewers hooked, making complex concepts accessible and fun. - Clever Product Placement:
Mentos is not just an add-on—it’s the actual catalyst for evolution, making the product the hero of the story. - Sticky Tagline:
“Dimaag ki Batti Jala De” resonates and sticks, reinforcing the Mentos brand as both clever and cool.
Targeting Youth with Relatable Intelligence
According to Sameer Suneja, CEO of Perfetti Van Melle, the goal was to appeal to college-goers and young adults—a demographic that values quick wit, coolness, and quirky humor. This ad hits all those points while maintaining brand consistency.
The use of evolution, not just as a biological concept but as a metaphor for personal growth, adds unexpected depth to the humor.
What's Next: Expanding the Campaign Universe
The campaign isn’t stopping at TV. Perfetti Van Melle plans to take this concept digital, with teasers that don’t feature the monkey but continue the “brain spark” narrative.
Print and radio adaptations are also in the pipeline, and given the meme-worthiness of the ad, social media virality is almost a guarantee.
Conclusion: When Marketing Evolves with Mentos
Mentos has once again shown that it understands its audience better than most. By combining humor, strong visual storytelling, and clever product integration, it doesn’t just advertise—it entertains and inspires.
This Mentos Ad Review by Ishrath Nawaz proves that even the most basic of things—a mint—can be the spark of evolution. Literally and metaphorically.
So, next time you’re stuck in a rut, maybe all you need is a Mentos to switch on your inner genius.