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Crest Glide teeth floss: Sleeping
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
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Ok so if I get this right, The white font (sleeping) represents the teeth, and the little green font (garbage truck) represents the annoying thing that gets stuck between your teeth. Thus using the floss to take away all your problems. Isnt this a bit far fetch ? Cool concept though. I think i like it
this one is missing something somewhere for me.
dental floss is a long way from my mind when im in "manhattan" or having a "big night out".
its a stretch.
a big stretch..
My name is Dick Huges and I approve this campaign. At least is not a floss ad with a small piece of food hidden somewhere.
Brilliant. The best thing I've seen here since the vaccum cleaner plane demo.
i dont remember that one... can you link it?
Maybe one of these ones?
http://adsoftheworld.com/media/ambient/aeg_table_sweeper_scratch
http://adsoftheworld.com/media/print/siemens_vacuum_cleaner_wedding
But no planes here...
this one:
http://adsoftheworld.com/media/ambient/hoover_vacuums_product_demo
Edit: sry for the multiple posts, got that error with firefox:
Fatal error: Table 'adsoftheworld.spam_surbl_cctlds' doesn't exist query: SELECT ccid FROM spam_surbl_cctlds WHERE cc = 'adsoftheworld.com' in /home/www/adsoftheworld.com/includes/database.mysql.inc on line 66
yeah, i get that message too every time i post a comment when using firefox...
edit: didn't get it this time! fixed?
Sorry, there is still a small problem, but it's almost fixed now...
Yeah! That one! But seeing it again, this dental floss campaign is better.
plz delete
Good concept. Doria always come up with good stuff.
Hey, Ivan, take note:
AG: Saatchi & Saatchi (NY)
CW: Icaro Doria
AD: Menno Kluin
DC: Tony Granger / Jan Jacobs / Leo Premutico / Alison Gragnano
Ah, thanks. Icaro Doria - a legend in Brazil.
A legend also on the net. Do you remember Grande Reportagem Magazine Flags campaign e-mail chain?
Icaro Doria is Brazilian, 25 and has been working for the magazine Grande Reportagem, in Lisbon, Portugal, for the last 3 years. He is part of the team (with Luis Silva Dias, João Roque, Andrea Vallenti and João Roque) that produced the flags campaign which has been circulating the Earth in chain letters via e-mail. Icaro gave us a small statement about the campaign, translated by Isabell Erdmann:
The magazine Revista Grande Reportagem is a Hard Journalism magazine, on the same line as the Times. The idea was to bring across the concept that the magazine offers profound journalism about topics of real importance to the world of today.
This is how we thought of the concept Meet the World.
We started to research relevant, global, and current facts and, thus, came up with the idea to put new meanings to the colours of the flags. We used real data taken from the websites of Amnesty International and the UNO.
The campaign has been running in Portugal since January 2005. There are eight flags that portray very current topics like the division of opinions about the war in Iraq in the United States, the violence against women in Africa, the social inequality in Brazil, the drug trafficking in Columbia, Aids and malaria in Angola, etc.
With regards to the email presenting the campaign as being done by a Norwegian diplomat, this information is completely wrong. There is no Norwegian diplomat called Charung Gollar, there was no presentation in the UNO, and the campaign is not called ‘The Power of the Stars’. This was all invented and is going round the world via email.
That’s it, basically.
ICARO DORIA
hyahahahahaha
The visual is a metaphor.
The floss REMOVES ANNOYING BITS.
i LOVE these!!
Something is missing… the product should remove the annoying thing in your teeth I don’t see the benefit clearly…
Fresh, fun, clean, simple. Aaaaaaaaaaaaahhhhhhhhhhh!
C A N N E S G R A N D(ad 'rules')P R I X
I seriously hope you never judge a Cannes Festival.
Nice. :)
I do appreciate the fact that some creative thinking went into this campaign.
But I have to agree with those who said it's a little bit of a stretch. I just don't buy the whole "floss your problems away" proposition here.
I like the art direction (visual metaphor), though. It does have a certain stopping power. Fun to look at at least.
I really don't see it winning at Cannes or One Show or any other major competition. But we'll probably be seeing these in an Archive magazine or Graphis...
I like the idea but the art direction is rubbish, the way the type moves at a 45 degree angle from left to right instead of a parabola like a mouth annoys me as does both of the fonts. It's a good campaign but it could have been better.
Nice new twist, very good campaign.
Through to the keeper, Boony.
Really good way of putting things in a visual manner.
GREAT