Happydent's latest TV campaign lights up the world with bright, gleaming teeth

<P>McCann Erickson India's new TV spot for Perfetti whitening gum brand Happydent sees the agency create a surreal imaginary world, lit completely by shining white teeth.</P> <P>Written by McCann Erickson South and Southeast Asia executive creative director Prasoon Joshi, who also provided lyrics to the background score, the ad shows a man rushing to an opulent mansion after losing a wheel on his bicycle. Men are positioned at several points, hanging from lamposts and a chandelier, and at a swimming pool and tennis court. Eventually, the man takes his position in the chandelier, pops some gum and smiles, followed by all the other men - lighting up the entire mansion.</P> <P>Directed by Equinox Films' Ram Madhvani, the spot follows Happydent's last TV drive in 2004.</P>