CLIENT:
NATURAL PRODUCT
CHALLENGE ACCEPTED
We looked at the tootpaste issue
Those who often watch television commercials know that the vast majority of toothpaste ads focusing on periodontitis and gum bleeding are always the same. Like a copy-paste: we have shots of the clinic, a doctor who surely shares very sincere wisdom learned from the script, and actors spitting blood, sometimes even teeth... This is exactly what we have always wanted to avoid. Those who know us understand that we say a clear NO to traditional advertising. Our idea for Glucadent Active toothpaste was thus born from a lifestyle concept that when a person cleans their teeth, they should feel great during the cleaning process (and after) in the sense that they are experiencing something that truly makes them feel good, something that helps them, something that evokes almost orgasmic feelings within them. This is the essence of our story – the toothpaste is meant to evoke, in its nature and exaggeration, pleasant ecstatic effects.
CHALLENGE ACCEPTED
Dream team on this project
The complexity of filming was also reflected in the number of people who collaborated with us on the TV spot. In addition to all the agency members, two additional cameramen (Lukáš Marek, Jakub Adamec), a motion designer (Jan Kokolia), a lighting technician (Michal Stuchlík), an actress (Zuzana Páleníková), a make-up artist (Lucie Chromá), and an external agency Dema Production, who helped us record the voice-overs and overall work with the sound, were involved in the project. The post-production took just under a month. The result is an original advertisement deployed online and in all television programs of the Prima group and TV Barrandov.
How we shot the spot
