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The Italian confectionery manufacturer Perfetti Van Melle is launching a pan-European campaign for Mentos. Called "charge", the 30-second TV spot depicts a world gone mint-crazy. Set in a Scandinavian village, the ad opens with a man sounding a reveille on a horn. Upon hearing it, villagers proceed to strip and run towards what appears to be an icy lake. In fact, it turns out to be full of Mentos. Two further films – "breath brigade" and "sugafree" are to follow.