SIGN OFF STATIC

TitleSIGN OFF STATIC
BrandCOLGATE-PALMOLIVE PHILIPPINES
Product / ServiceCOLGATE TOTAL TOOTHPASTE
CategoryA05. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries
EntrantY&R PHILIPPINES Manila, THE PHILIPPINES
Entrant Company:Y&R PHILIPPINES Manila, THE PHILIPPINES
Advertising Agency:Y&R PHILIPPINES Manila, THE PHILIPPINES
Production Company:FRAMESTORE LONDON, UNITED KINGDOM

Credits

Chief Creative OfficerMarcus Rebeschini
Executive Creative DirectorBadong Abesamis/Tan Shen Guan
Creative DirectorJay Santiago
Agency ProducerMichael Kan/Lora Schulson/Robert Baird
Account ManagerJaime Prieto (Client Services Director)
Account SupervisorMary Buenaventura/Aye Clemente
Art DirectorJon Salutal

Brief Explanation

Colgate Total Toothpaste prevents mouth bacteria from multiplying - more so overnight - averting the experience of bad breath in the morning. In between sign off at night & sign on early morning, TV stations in Asia show a static screen. A creative use of the screen was employed to flesh out the promise of Colgate Total. What begins as static becomes germs multiplying furiously, setting the stage to pitch the brand.