AdAge is highlighting Steve Bendelack’s Mentos spot “Never Surrender” today. The commercial is amazing, they really point out “Never Surrender’s” goofy, Python-esque humor, but the really impressive thing about this article is the incredible detail in which wirter E.J. Schultz delves regarding Mentos’ campaign strategies old and new. If you’d like a comprehensive timeline of how Mentos got from THIS to Steve’s spot above definitely read the article. Not only does it show much love for Hungry Man but it’s damned informative.

Congrats Steve and thanks E.J. on the well done article.