Binaca launches video commercial contest

Binaca — the stinging mint breath spray that might have gotten you through junior high — hopes its next big commercial idea might come from the collective hive of the Internet.

The contest is being run through the social networking-cum-market research consortium Tongal, a Web site with the stated goal of democratizing the creative commercial process.

A 250-word pitch is due by Monday, January 25. After that, the top five pitches, selected by a panel of judges including Binaca’s brand owner Dr. Fresh Inc. (arguably a great name for a rapping supervillain), can then be turned into videos by members of Tongal. Those are due on January 28 and the most-viewed video after 30 days is the winning entry. At each stage of the process, cash is awarded to the top entries.