Listerine’s tooth fairy to return in JWT spot

The Listerine tooth fairy is returning in a new campaign for the Warner Lambert mouthwash by J. Walter Thompson.

The Listerine tooth fairy is returning in a new campaign for the

Warner Lambert mouthwash by J. Walter Thompson.

The 30-second TV spot, part of a pounds 4.5 million marketing campaign

promoting the brand’s ability to clean between teeth, shows the

disgruntled fairy - played by Keith Allen - introducing his young son to

the toothfairy trade.

The boy is tested on what tooth fairies hate and is rebuked for even

mentioning Listerine. He learns the teeth that they are visiting are

’rock hard’ and won’t break even after persistent punching.

The increasingly incensed Allen says: ’Listerine doesn’t just get

between the teeth you know, it gets right up my nose as well.’

The endline for the commercial, which breaks on 1 May, is: ’What

brushing starts, Listerine finishes.’

A magical, fairy-like feel pervades the ad, with the two characters

appearing and disappearing through mirrors. The music was written by

Barrington Pheloung.

The commercial was written by Kieran Knight, art directed by Max Clemens

and directed by Trevor Robinson through Quiet Storm. Media planning and

buying is by MindShare.

Liz Oxton, Listerine’s senior product manager, said: ’This commercial is

designed to communicate the new clinical data that shows that Listerine

flows between the teeth to kill the bacteria which brushing alone may

miss. We want to educate consumers on the importance of good oral

hygiene and encourage non-mouthwash users to try the product. The tooth

fairy has been proved to be the perfect vehicle to do this.’

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