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
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.’