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Crest Glide teeth floss: New Sports Car
Advertising Agency: Saatchi & Saatchi, New York, USA
Chief Creative Officer: Tony Granger
Executive Creative Directors: Jan Jacobs, Leo Premutico
Creative Director: Alison Gragnano
Art Director: Menno Kluin
Copywriter: Icaro Doria
Comments
The way I see the campaign is: The one thing coming BETWEEN (teeth pun) you and the "large type" (i.e. manhattan, new sports car), is the "small type" (rent, your son's education). So that being said, floss solves this problem? If there were some sort of grand monetary advantage to using floss, then I could see this working. Are they saying that clean teeth, through the help of floss, can get you more money (promotion/raise at your job, therefore more money to get "large type") ? Kinda stretchy to me.
Regardless, I think these are absolutely beautiful. Haven't seen stuff this attractive on here in a while. 7 for concept, a solid 10 for execution. **tips hat to fellow art director**
"If there were some sort of grand monetary advantage to using floss,"
hahahaha you are funny. You were joking up there weren't you?
Sadly, I think we both know they are not joking.
My name is not Dick Huges and I also approve of this campaign.
hahahahahah i am funny. Yes I was joking up there, i was.
If you say so...
So the floss is the removal of my kids education… good concept - the things in between – but don’t like the things they use...
hahaha you are also joking aren't you?
no. if you remove the things in between is powerful way to show the product benefit
"my name is Daniel and I don't approve mister huges"
Lurrrrrrve the yukky thing spoiling a good thing concept
but not sure of this little mood swing, mid-campaign.
Drop the Smarty pants.
I think that this campaign is not that bad. Good concept in fact. Lovely art direction. When you have something in between your teeth it's sometimes pretty annoying...just like things that are in your way when you want this or that...
I have to say this - everyone on here is always saying that the ads are too literal - well here is an ad that is not literal at all, and every argument in here is from a very literal point of view.
I believe the saying goes "You can't have your cake and eat it too."
elmikel above has it right on. Just like these things get in the way of what you'd rather be doing, a huge piece of spinach in your teeth during a job interview might get in the way of you getting the job.
I am wondering for whom these guys advertise... They may be good in award ideas but they suck in solving something... I think it's a weak idea blown up into something big which has no rigidity!
paulyg is on point
this campaign is badass and refreshing....
so show some respect for tony granger
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