Stimorol sticking to social issues in comeback bid

Its TVC shows a girl splashing white paint, accompanied by the tagline 'You can't whiten up this world, at least you can whiten your teeth' to highlight its new white gum.

"We wanted to focus on the white concept, and we also wanted to give the campaign an attitude," said Shu Shun-ying, creative director of local shop Ideology, which crafted the campaign. Ideology, which has worked on the account for the past decade, launched the first spot in November, building the brand's profile against rivals Airwave and Extra. Shu said spot was in line with the brand's previous focus on social issues, including sexual confusion and idol worship, in its advertising.