New Happydent ad fails to impress
02 Jul 2009
Now elephants are happy with Happydent Wave, the chewing gum launched by Perfetti Van Melle, India.
The Wave is among the first-of-its-kind coated gum with a liquid centre.
The latest television commercial concentrates on elephants in a village. The herd finds a truck toppled on the road and its cargo is Happydent Wave which is strewn around.
The elephants step on the gum, there is a lot of water splashing around and it's night suddenly. All the tusks begin to glow brightly lighting up the jungle. The film ends with a few old men sitting in the darkness and quipping sarcastically, ''Jangal mein mangal ho raha hai, par gaon mein toh bijli aayi hi nahin bhaiya!'' (There is no light in the village, while the jungle is shining bright.)
The film is conceived by McCann Erickson and penned by Prasoon Joshi, executive chairman, McCann Erickson India, and regional executive creative director, Asia Pacific, McCann Erickson. It has been directed by Abhijit Chaudhuri aka Dadu and produced by Black Magic Films. The post production and CG (computer graphics) related work has been executed by the team of Reynold and Nikhil of Pixion. The film has been shot entirely in Palakkad, Kerala, over a period of three days.
While the earlier Happydent film (the Palace film) was a great one, this one doesn't seem to have the same appeal.
