Cannes Lions

TOOTHPASTE

Y&R PHILIPPINES, Manila / COLGATE-PALMOLIVE / 2010

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Overview

Entries

Credits

Overview

Execution

TV stations sign off for the night, then show static.Just when the viewer thinks it's just that,the static slowly forms germs, which soon fill the screen.Then we see the brand action.The commercial is repeated over and over again for 6 hours until the station signs on for broadcast in the morning.

Outcome

The commercial was just launched at the time this presentation was being made.Viewers who’ve seen it were surprised,however, to see the nightlong TV static screenused as a commercial.

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