The ad, by M&C Saatchi, aims to move away from the more scientific approaches typically used in toothpaste campaigns.
It shows a chance meeting between a man and a woman on the street. The couple embrace and the woman’s day is retraced back from that point to the moment she brushed her teeth with Macleans whitening toothpaste.
The campaign encourages consumers to always be ready for unexpected romantic encounters and aims to reconnect a clean, fresh, healthy mouth with a feeling of confidence.
The ad was launched in cinemas has now moved to TV.
Carol-Ann Stewart, Oral Care Marketing Director Alex Pettigrew, group brand manager
Reposition the Macleans brand to build an emotional connection with consumers
Nick O’Brien & Paloma Reed
HSI London Producer; Nicola Doring and Eric Katigbak
Agency - David Jones
Editor and editing company
Ted Guard @ The Quarry
Post production company
Derek Moore @ Prime Focus London
National Cinema & TV, Press