Rise and doff your hats. Atlast, a worthy competitor to that incredible Fevicol campaign is here. It's the incredibly cool Mentos campaign that has always managed to bring a smile while constantly upping the Mentos brand value.

That the campaign has been brilliant is the understatement of the decade. O&M has kept the flag of creativity and fun element of ad campaigns flying high. Consider the camapign thus far.

The Car lift, Squeaky shoes in a classical musical concert, Dart chucker, or the lonely letcher in the bar . The barber's sneeze ad did no less to keep the Mentos ad fluttering high entertaining viewers and making the agency proud.

Let's face it; these days in the Bollywood infested ad industry creativity begins and sadly ends with the arrival on the scene of a certain Big B or a King Khan. If this is how we will market brands, I am willing to trade my TV for a Kamandal and become an ascetic. Thankfully, brands like Fevicol and Mentos are still doing the good old job of selling in an entertaining manner.

The new animated Mentos "Evolution" ad tells the story of an abused chimp drawing a cart leaving its abusive donkey master to evolve into a human and arriving on the scene to beat the donkey into submission. The story of evolution was first immortalized in the Fatboy Slim video, Right Here Right Now. O&M draws inspiration from this video to show the underdog Chimp beat the Donkey.

The success story of O&M for Mentos continues.