Tic Tac debuts new character Mr Tic Tac in first TV campaign for five years

Tic Tac is back on TV in a £1.5m campaign that introduces a new face of the brand: the sharp-suited, sashay-ing Mr Tic Tac.

Created by Krow, the campaign launches a new brand positioning: "Open up".

The spot features the protagonist, Dave, sat on a park bench on a sunny day. After he reaches for a pack of the sweets, time suddenly freezes, and Mr Tic Tac appears in the park and proceeds to offer Dave advice on how he can use his Tac Tacs to build connections with people.

The TV ad runs from tomorrow (7 May) to mid-June. Tic Tac said it would also create an experiential pop-up this summer in London, "showcasing the brand’s iconic flavours with an immersive event".

It was created by Jo Jephcott and Gemma Galvin, and directed by Declan Lowney through Another Film Company. Media planning and buying is by Hearts & Science.

Simon Gwynn

Simon Gwynn recommends

Krow sells to The Mission

Read more

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content