Smile... Happydent 'white is here

For those who thought that I am an ever pessimistic animal, who seems to have lost all hopes of life... here is an exception.... I saw an ad ,today and the brand that is discussed is Happydent...


Well... they are into exaggerted copies, with melodrama and hype spicing up and rightfully so as they are selling a product of the low involvement category... the cow that smiles with sparkling white teeth amused many of us but ..well... it didnt clean bowl us...

This new one is set in eastman colour, a palace and the Raja and Rani's in frame.. the trappings of royality....A guywhose cycle gets off road in the centre of a bridge and he runs and runs..over the fence, climbing locked gates..runs and runs through long winding corridors, passing massive doors, a tennis court where the ranis are playing, a magnificient ball room where a slow dance is going on.with amazing sufi music with the jingle (tere man roshan mere man roshan..Im told Prasoon Joshi wrote the lyrics..).....and he runs and runs....

Curious?...I too was... a long ad this one but worth waiting...so the guy runs and runs.. slowly dusk setttles in... and the guy jumps down though the center of a huge chandlier ,sqeezes himself down till he reaches the centre light... no lights there..you see many guys hanging in the chandlier ,all having replaced lights...the Raja sits for dinner under the chandlier, and the hero smiles.... dummmmmm................. all the other guys reflect..the place is lit up.....

Happydent.... the tennis courts... the ball rooms..the palace gates.. the cars are all lighted up....

Happydent white....

No great strategy but amazing visualisation and brilliant execution.....

Hats off to the Mccann -Erickson guys -Prasoon joshi for amazing visualisation and daring execution.. Ram Madhvani for making the film ..it is no small job..for Shantanu moitra for the background score...wonderful sufiyana stuff.... for Kailash Kher, Pranav Biswas, Shantanu Moitra and Prasoon Joshi for singing it...hope we had more ads that could evoke such recall in the TG ( I am one of them...)

Hats off to perfetti van melle simply for letting this happen ..for trusting the agency in this rare act of daredevilry....


I would buy a Happydent today...the recall is so much...

That is what Advertising is supposed to do...

Am I right?