Pepsodent unveils first regionwide campaign

Developed by Lowe Worldwide, the TVC is the first regional push for Pepsodent, with previous campaigns dedicated to local markets. It uses cutting-edge animation to attract the interest of children around the region, while incorporating a mother-child interaction element to give it broader appeal. The spot opens with a young child claiming there are monsters under the bed, and a game of 'find the monster' ensues. When he closes his eyes to go to sleep however, the animation shows the germs that reside inside the mouth actively getting to work. But the mother remembers her son has not brushed his teeth, and when he does, the TVC shows the toothpaste's germ-fighting qualities blasting away the animated bad guys. "At night, it's the worst time, because that's when the germs do the most damage," said Paul Grubb, Lowe Worldwide regional ECD. "Most people in the world brush their teeth once a day, and what we want to make them do is brush more often." The campaign will break in shortly in China, Bangladesh and Sri Lanka.