When it comes to children’s advertising esp. in India.
Most of the players either exploit the vulnerabilities of adolescence or resort to dumbing down through parental doctrinarian/intervention
Mentos however goes beyond the hackneyed plots involving over smart kids or the know it all super kids.
The constant endeavour to heighten fun & excitement even in ordinary mundane environments is an idea that belongs to the teen world.
‘velapanti & keeda’ come naturally to them.
The coming home from school and witness the rather unspectacular tragedies of everyday is downright boring & uneventful & warrants dramatic intervention.
The child is seeking sense of freedom/release from the strict disciplinarian autocratic environment that he is unwillingly subjected to
And what better than an isolated forlorn donkey to bring out his pent up frustration…
Ridiculing the donkey is the kind of stuff that we carry in our gene pool
Even the most abject, weak will identify with…
The protagonist being a fat boy is a conscious choice (one who usually is the butt of jokes in school) but now can redeem his self-worth by ridiculing the donkey
But when the donkey makes an ass of the protagonist… the impact is even more memorable.
Entertaining, enjoyable, slice of life advertising…
http://www.youtube.com/watch?v=P2sytFarAF4
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