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.
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.
Directed by Equinox Films' Ram Madhvani, the spot follows Happydent's last TV drive in 2004.