The Unilever brand's creative agency JWT Manila turned to the Beatles' Magical Mystery Tour for inspiration, presenting the Flavalicious range as a "brushing trip" to encourage its core teen target to brush their teeth regularly.
Available only in the Philippines, the range comes in Tangerine Burst, Luscious Lychee and Choco Loco flavours.
The 45-second spot opens in a drab black and white world of conformity. A magical mystery bus enters the picture and a band of young, free-spirited hippies alight. As one of the girls kisses a stiff-looking soldier, the screen bursts into psychedelic colours -- a panorama of '60s-inspired graphic flowers, animated fruits and chocolate bridges. It is matched by a musical soundtrack that recalls the Beatles' Sgt Pepper tune.
"Some consumers find brushing a routine, a chore, which they need to go through everyday," said Anthony Haber, JWT account director on CloseUp.
"This became a challenge for CloseUp -- to make brushing an enjoyable experience and encourage young and old to brush more often," he added.
Available only in the Philippines, the range comes in Tangerine Burst, Luscious Lychee and Choco Loco flavours.
The 45-second spot opens in a drab black and white world of conformity. A magical mystery bus enters the picture and a band of young, free-spirited hippies alight. As one of the girls kisses a stiff-looking soldier, the screen bursts into psychedelic colours -- a panorama of '60s-inspired graphic flowers, animated fruits and chocolate bridges. It is matched by a musical soundtrack that recalls the Beatles' Sgt Pepper tune.
"Some consumers find brushing a routine, a chore, which they need to go through everyday," said Anthony Haber, JWT account director on CloseUp.
"This became a challenge for CloseUp -- to make brushing an enjoyable experience and encourage young and old to brush more often," he added.
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