Colgate Dental Floss: Strawberry thread

Advertising Agency: Cerebro Y&R Panama
Creative Director: Jorge Heilbron
Art Director: Juan Francisco Bernal
Copywriter:Humberto Alvarado
Illustrator: Ricardo Lopez
Photographer: Ricardo Lopez
Additional credits: Alberto Weand Ortiz
Published: June 16, 2008

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28 comments

BenditaSeaTuZurda's picture
BenditaSeaTuZurda
150 pencils

I really like the campaign even though the art direction could have been better.
Great stuff anyways, good thinking.

Guest's picture
Guest

great just great well done

www.thecuriousbrain.com

everartz's picture
everartz
7589 pencils

very nice and original too thumbs up!

| Everartz |

Guest's picture
Guest

Good to see different thinking for dental floss.

Guest's picture
Guest

How could it have been better? It looks OK to me

Conceptual-eyes's picture
Conceptual-eyes
1475 pencils

The logic does not quite stack up.

The art is a bit rusty too.

Guest's picture
Guest

Agreed. What is this ad saying? Showing fruit "falling apart at the seams" suggests a slow digestive process.

Very bad.

matks's picture
matks
475 pencils

My digestive process slows down when I read such comments.
An ad is not an Excel document. It's not about logic and calculations. Just the opposite.
One of the best ad books is titled "Fuck Logic" and there is a strong reason for it.
The ad does communicate the benefit in a very clear, interesting and original way. It's a "quick" KV. Would make a great and effective outdoor, which is very rare.

Conceptual-eyes's picture
Conceptual-eyes
1475 pencils

Yes. Fuck logic. But only if the message is clear. This isn't. It could easily be interpreted as strawberry flavour or WTF? This is why it's bad. It would not get past a good CD. I assure you.

matks's picture
matks
475 pencils

You've got strawberry pips in the teeth and you use the floss to remove them. So easy. There're people that don't have such problem but for some it's a discomfort. I'm sure the target (including me;-) get the ad right. Insight is here, whatever the best CD says;-)

tak's picture
tak
23 pencils

Very graphic. Smart.

Guest's picture
Guest

Don't Like, it makes you understand that the floss is strawberry flavor!!

matks's picture
matks
475 pencils

No it doesn't. It has a strong insight, you've got to eat a strawberry to get it.

Guest's picture
Guest

booooooooooooooooooooooring.

forced.

Guest's picture
Guest

It doesn't have a cow, chicken or pig. I like it!

sirvan's picture
sirvan
29870 pencils

Doesn't communicate accurately: does it taste like strawberry? Or does it get strawberry seeds out of your teeth?

It's a good-looking ad, executed well. But too clever by half.

+++

"I love some things, and don't love some other things."

maashookshee's picture
maashookshee
414 pencils

this is really smart ,simple and selling one respect for that ...

bhatnaturally's picture
bhatnaturally
95 pencils

Looks good. But confusing - can't figure out what the take out is

Zlyuk's picture
Zlyuk
107 pencils

Bravo!

Guest's picture
Guest

fucking bravo!!!!!!

just write's picture
just write
653 pencils

good thinking... great execution...

Guest's picture
Guest

well executed, But what the hell are you trying to say??????????

tacaz0n's picture
tacaz0n
64 pencils

I ask myself that question all the time when I go through the process. I'm just curious to know what part doesn't sit right with you?

Punch's picture
Punch
614 pencils

Qué buen trabajo señores. Muy, muy bueno!

"no silencies lo que no sabes expresar".

Guest's picture
Guest

Exelente campaña, hace mucho que no veia una idea con un tan buen punto de union entre grafica e idea.
felicitaciones a la agencia...salud.

Guest's picture
Guest

what does it sat friend???

Guest's picture
Guest

very nice, I would do a version of mango.

macluvin's picture
macluvin
397 pencils

my first read on it was it's strawberry flavored floss. so if that was the case, then the visual is really good. other than that, like everyone is saying, the message becomes less clear as to what you are saying.

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