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McCann Erickson plays with the Moon to introduce the Happydent White flip package. Interestingly, the Moon has a South Indian accent.
A few years ago, McCann Erickson's commercial for Perfetti's chewing gum, Happydent, became a talking point amongst consumers, as well as the advertising fraternity. Moving beyond the thematic campaign, the brand promotes the Happydent White flip package in its new television commercial (TVC).
Apart from Joshi, the creative team at McCann Erickson includes Varun Katyal and Azaz ul Haq. Vineet Mahajan is the art director.
The Moon effect
Budi Dwisantara Sutisna aka Didi, executive director, planning, JWT, says, "As a 'firang' I'm aware of the award winning ad for Happydent done a couple of years ago. That ad did two things - it demonstrated the product benefit beautifully, and was executed through such an interesting story that it made people, not just ad men, want to talk about it."
Adds Didi, "The latest ad lacks both things. If there was an idea, I think it was stripped down in such a way that left me wondering where it actually was. The new flip pack is the manufacturer's reason for the agency to create an idea around it, not the idea itself. And yes, it is fair to compare both ads because nobody out there looks at your work as 'brand' versus 'tactical'. As a brand, you do great stuff or you don't. Simple. It is only the good stuff people want to talk about, share and watch over and over again."