Title | SIGN OFF STATIC |
Brand | COLGATE-PALMOLIVE PHILIPPINES |
Product / Service | COLGATE TOTAL TOOTHPASTE |
Category | A01. Best Use of Television/Cinema |
Entrant | Y&R PHILIPPINES Manila, THE PHILIPPINES |
Entrant Company: | Y&R PHILIPPINES Manila, THE PHILIPPINES |
Advertising Agency: | Y&R PHILIPPINES Manila, THE PHILIPPINES |
Media Agency: | MEC PHILIPPINES Manila, THE PHILIPPINES |
Credits |
Name | Company | Position |
---|---|---|
Marcus Rebeschini | Y&R Singapore | Chief Creative Officer-Asia |
Badong Abesamis | Y&R Philippines | Executive Creative Director |
Tan Shen Guan | Y&R Hongkong | Executive Creative Director |
Jay Santiago | Y&R Philippines | Creative Director |
Jon Salutal | Y&R Philippines | Art Director |
Michael Kan | Y&R Singapore | Agency Producer |
Lora Schulson | Y&R New York | Agency Producer |
Robert Baird | Y&R New York | Agency Producer |
Mary Buenaventura | Y&R Philippines | Account Supervisor |
Aye Clemente | Y&R Philippines | Account Supervisor |
Jaime Prieto | Y&R Hongkong | Client Services Director |
Alongside other efforts, the material helped in making Colgate Total No. 1 in the multi-benefit toothpaste category. In fact, sales of Colgate Total is now on an all-time high.
TV downtime becomes primetime. TV stations sign off for the night, then show static. Just when the viewer thinks it's just that, the static slowly forms germs, which soon fill the screen. Then we see the brand action. The commercial is played repeatedly before the station signs on in the morning.
Create a commercial for Colgate Total toothpaste. Its promise: helping stop mouth bacteria from multiplying overnight, Colgate Total prevents bad breath in the morning.