SIGN OFF STATIC

TitleSIGN OFF STATIC
BrandCOLGATE-PALMOLIVE PHILIPPINES
Product / ServiceCOLGATE TOTAL TOOTHPASTE
CategoryA01. Best Use of Television/Cinema
EntrantY&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

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

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

Create a commercial for Colgate Total toothpaste. Its promise: helping stop mouth bacteria from multiplying overnight, Colgate Total prevents bad breath in the morning.