Macleans 'star' by O&M
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.