The Colgate Total Dental Floss Campaign Shows How Food Can Ruin Beauty
Meghan Young — September 4, 2012 — Marketing
References: yr & ibelieveinadv
The warped faces used in the Colgate Total Dental Floss ad campaign may seem very disturbing, but it highlights a very important message. Food stuck in people's teeth can ruin their beauty, or so it states in the tag line penned by copy writer Lucas Casao. People will hone in on that disgusting piece of corn, lettuce or bean and let it color their judgement about everything else.
The Colgate Total Dental Floss ad campaign was conceived and executed by the Young and Rubicam ad agency based in São Paulo, Brazil. Art directed by Guilherme Racz with creative direction by Rui Branquinho and Flavio Casarotti, it is pretty hilarious. With an enlarged mouth and set of teeth as well as shruken eyes and nose, the faces look like reflections in a funhouse mirror.
The Colgate Total Dental Floss ad campaign was conceived and executed by the Young and Rubicam ad agency based in São Paulo, Brazil. Art directed by Guilherme Racz with creative direction by Rui Branquinho and Flavio Casarotti, it is pretty hilarious. With an enlarged mouth and set of teeth as well as shruken eyes and nose, the faces look like reflections in a funhouse mirror.
Trend Themes
1. Dental Hygiene Campaigns - Using warped faces to highlight the importance of dental floss presents an opportunity for dental care companies to use humor to engage customers.
2. Beauty Standards and Food - The use of food to highlight how it can affect one's appearance opens up opportunities for cross-industry collaborations between food and beauty companies.
3. Humorous Advertising - The Colgate Total Dental Floss ad campaign demonstrates how humor can be used in advertising to convey an important message.
Industry Implications
1. Dental Care - The warped faces ad campaign presents opportunities for dental care companies to create innovative campaigns that engage audiences and promote dental hygiene.
2. Food and Beverage - The use of food to highlight its impact on one's appearance presents opportunities for food and beverage companies to collaborate with beauty and healthcare brands.
3. Marketing and Advertising - The use of humor in advertising to convey an important message presents opportunities for marketing and advertising agencies to create innovative campaigns that engage audiences.
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