Superstar

These Super Menthol Ads Promise No Pungent Flavor

By: Amelia Roblin - Published: Jul 11, 2011 • References: leoburnett.tr and adsoftheworld
Classrooms and libraries are home to unsavory numbers of discarded morsels of chewing gum stuck to the bottoms of desks, and this repulsive practice is precisely what these Super Menthol ads aim to recreate.

The Leo Burnett advertising agency took the underside of a table and the opening of a sidewalk garbage can to as settings to demonstrate the meaning of this mint-rich mucilage product.

Instead of showing sticky dried globs of gum in these nooks, whole fists of garlic and onion are found represented on a much smaller scale, with elastic tendrils that make them more like hybrid edibles. The idea here that is instead of people dispensing of chewing gum that's lost its flavor, these Super Menthol ads suggest the snack takes away the strong savor of foods such as these.