Macleans 'star' by O&M

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Ogilvy & Mather has produced three 10-second films for Macleans toothpaste that concentrate on the company's core message -- that Macleans gives you "healthy white teeth". The executions play with the notion that when people say the brand's name they naturally reveal their teeth. One execution shows a near-pitch-black scene in which three youngsters in hoodies are lurking. However, the scene is partly illuminated when the three say Macleans and reveal their white-toothed smiles.

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Released: 08 March 2005

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Ogilvy & Mather
Client company
Name of ad
Switch, Hoods, Star
Richard Russell
Art director
Richard Russell
Director/ photographer
Johnny Maginn
Production/post-production company
Another Film Company

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