JWT Listerine ad drops tooth fairy

J. Walter Thompson has dropped Keith Allen's laddish tooth fairy in favour of a more mainstream approach to increasing sales of Listerine mouthwash.

JWT's new 30-second spot, "dentist", attempts to use humour to show the effect that regular use of Listerine would have on UK dentists, who would subsequently find themselves with free time on their hands.

The household penetration of mouthwash is just 22 per cent in the UK compared with 70 per cent in the US, according to recent research. A media schedule planned and bought by MindShare will attempt to close the gap using national television and 48-sheet posters.

The creative features images of a dentist putting a golf ball into a set of dentures as he tries to find ways to occupy his time, a receptionist staring into space and an oral hygienist snoozing in the dentist's chair as he has no patients to see.

Hannah French, a senior brand manager at Pfizer, said: "Our advertising sets out to communicate in an engaging way the role of Listerine in association with regular dental visits. JWT's latest work is a stylish and eye-catching campaign which works alongside the communication Listerine already has with the dental profession to promote a healthy oral hygiene regime."

Jo Blackburn, an account director at JWT, added: "The wry observed humour of 'dentist' sets out to bring new interest to a low-involvement category.

'Tooth fairy' was hugely successful in raising awareness of the benefits of using mouthwash regularly. This campaign builds on this by explaining Listerine's role in maintaining healthy gums."

"Tooth fairy first aired in 1997 and ended the seven-year reign of Clifford the smooth-talking dragon as Listerine's spokesman.

"Dentist was written by Jonathan John, art directed by Nick Wootton and directed by Paul Gray at Outsider.

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