Spot-on Apple spoof from Wieden + Kennedy for American gum brand

Date
15 August 2012

If the sign of any good spoof is its ability to create uncertainty then this new spot for Mintacular is spot-on. So well-observed is Wieden + Kennedy’s piece that for quite a while I was not entirely sure if it even was a spoof, until things started to unravel. Clearly a fond homage to Apple’s advertising, the job titles are brilliant and there’s an excellent line in David Brent style apparently-impressive but utterly meaningless or trite sound-bites – “From the moment you pick it up you instinctively know how to use it,” is a particular favourite. Very nicely done.

Above

Wieden + Kennedy: Mintacular (still)

Above

Wieden + Kennedy: Mintacular (still)

Above

Wieden + Kennedy: Mintacular (still)

Above

Wieden + Kennedy: Mintacular (still)

Above

Wieden + Kennedy: Mintacular (still)

Share Article

Further Info

About the Author

Rob Alderson

Rob joined It’s Nice That as Online Editor in July 2011 before becoming Editor-in-Chief and working across all editorial projects including itsnicethat.com, Printed Pages, Here and Nicer Tuesdays. Rob left It’s Nice That in June 2015.

It's Nice That Newsletters

Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.