M&C Saatchi goes dental with new Macleans TV ad

LONDON - Macleans puts a glamorous spin on oral hygiene with its new TV ad featuring a cinematic romantic encounter.

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.

Credits

Project
Close Encounters   
Clients
Carol-Ann Stewart, Oral Care Marketing Director Alex Pettigrew, group brand manager   
Brief      
Reposition the Macleans brand to build an emotional connection with consumers   
Creative agency
M&C Saatchi   
Creative director    
Tiger Savage   
Creative team    
Nick O’Brien & Paloma Reed   
Planner    
Richard Storey  
Media agency    
MediaCom   
Media spend    
£3,100,000   
Production company    
HSI London Producer; Nicola Doring and Eric Katigbak   
Producer    
Agency - David Jones   
Director
David LaChapelle
Editor and editing company    
Ted Guard @ The Quarry     
Post production company    
Derek Moore @ Prime Focus London   
Audio post-production    
Wave   
Account handler
Rachel Nairn
Exposure   
National Cinema & TV, Press