The six 15-second videos show unexpected couples sharing an intimate closeness, but having fresh breath after using Darlie Toothpaste. The couples include partnership of Snowman and the Sun, Red Light Man with Green Light Man, Godzilla and King Kong.
“As the campaign is for the Christmas period, it is online, we wanted to target younger consumers,"
Szeman Cheng, group account director of the agency said, "we wanted the work to be wild, and happy with a twist instead of those conventional toothpaste ads which are mostly functional-base.”
“The videos are happy and funny, and absolutely a new way to promote the product benefits in the toothpaste segment,” added Anthony Yeung MD of McCann Erickson Guangming Guangzhou.
MEC and Agenda are the agency partners for this nationwide campaign, which is running from mid-late December. The online component is supported by OOH Focus Media and captures office workers.