JWT casts Keith Allen as Listerine tooth fairy

J. Walter Thompson has created an off-beat film starring a laddish tooth fairy and a bottle of Listerine in a radically different campaign for the antiseptic mouthwash.

J. Walter Thompson has created an off-beat film starring a laddish

tooth fairy and a bottle of Listerine in a radically different campaign

for the antiseptic mouthwash.



The 30- and ten-second versions feature the actor, Keith Allen, the

sinister star of Shallow Grave and Martin Chuzzlewit, as the anti-hero

tooth fairy.



As befits his jack-the-lad image, Allen is clad not in the usual

romantic garb of fairies, but appears dirty and unshaven in a grey

sheepskin coat with grubby mothlike wings attached.



Tooth fairy Allen is livid about the number of people using Listerine,

which the storyteller’s voiceover asserts, ’kills more germs than

brushing alone’.



The 30-second version opens in usual fairy-tale style with a giant story

book engraved with the title: ’The grim tooth fairy tales.’ The book

opens to reveal Allen hovering over a bed where a man lies asleep.



Allen moans: ’It’s hard being a tooth fairy. In the past all I had to

worry about was toothbrushing but now you people use something else

after you’ve brushed your teeth.’ He flaps into the bathroom where he

finds a bottle of Listerine. ’Oh no, not another bottle,’ he complains,

before returning to the sleeping man. He roughly lifts up the man’s gums

and whacks his teeth with his fist, exclaiming contemptuously: ’Rock

solid.’ At this point another tatty tooth fairy hovers vulture-like at

the window.



’I’d go next door, mate. They’re using Listerine,’ Allen says.



Jaspar Shelbourne, JWT’s executive creative director, said: ’It’s a gem

of a film, with extra impact thanks to the performance of Keith Allen

and excellent direction.’



The ad was written by Kieran Knight and art directed by Max Clemens.



It was directed by Trevor Robinson through Jane Fuller Associates. Media

planning and buying is through JWT.



The film breaks on 12 May in London, Meridian, Anglia, Central and

Channel 4. It is backed by a pounds 1.9 million spend.