How was your last kiss? I don't mean the feeling, I mean the smell. No, I don't mean your partner's smell, I mean yours. Well, if you are not sure, here is a commercial that may help.
Advertising Agency: McCann, New York, USA
Chief Creative Officers: Eric Silver, Tom Murphy, Sean Bryan
Creative Directors: Matt Swinburne, Jillian Groger
Copywriter: Molly Wilkoff
Art Director: Zoe Kessler
Group Strategy Director: Julien Delatte
Senior Strategist: Amanda Perring
Group Account Directors: Dina Hovanessian, Olivia Heeren
Account Executives: Chris Chew, Danielle Jimenez
Chief Production Officer: Nathy Aviram
Senior Integrated Producer: Alexis Mead
Director: Jeff Low / Biscuit Filmworks
Editors: Chuck Willis, Jamie Connors / The Cutting Room
Funny, right? Nice work from McCann, New York. The message is simple, "I am so proud of my breath smell that I want to flaunt it!" So maybe next time when you standing in front of the chewing gum shelf, it's not that hard to make a decision anymore. Pick the one that make you proud.
Remember the previous Dentyne ice commercials? It's all about sexy and kissing. This commercial is a different approach by just focus on "make your breath smells better". So in the 15s commercial, no storytelling, it's like a "knock, knock" joke, people get it and like it, and hopefully still remember the name of it.
Of course, such kind of short commercial is not applicable to any kind of brands or products. We probably won't see the same approach in a smart phone commercial or an automobile commercial. Chewing gum does not take huge part of people's life, neither should chewing gum commercial. Delivering a short, impressive, and funny or creative message is the key to make a great commercial for a fast-moving consumer good that in a homogenous market.
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