TVC evaluation

Happydent White ran ad campaign of multiple advertisements with same Strategy. We will analyse two of these. The ACB, benefit and RTB was same for the whole campaign. The campaign was developed at McCann Erickson, South & South East Asia by regional creative director Prasoon Joshi.

Ad 1: HAPPY DENT photographer TV commercial

Advertiser: Perfetti Van Melle

Brand name: Happydent

Agency: McCann Erickson Mumbai

Country: India

Category: Oral Hygiene, Health & Pharmaceuticals, Chewing-Gum

Released: November 2004The ad opens with a young woman appearing upside down in a traditional camera.

The photographer provides her with a model of the Taj Mahal and At the count of three he calls out, “Ishmile”, just as his flash lights up the

room.

They repeat the process time after time until she asks for a break.

The girl is being clicked in various funny poses and props like a cut-out of a actor , behind chair etc. In each click a flash and a unusual smiling sound comes in background.

In next scene the photographer requests the girl for one more photograph as she is tired. Then he adjusts his camera and a man is shown standing next to camera. The photographer adjusts the head of the man.

Then the man is shown eating a gum. This can be marginally considered as brand window since the consumption of product is shown but not the product or brand name or logo.

The girl agrees for the photograph and the photograph clicks the picture. During this scene the man who was chewing the gum is shown smiling and a flash light comes out of his mouth. This is shown three times. This conveys that chewing this gum will lead to sparkling teeth which will shine like flash light.

In the last frame the product with brand logo is shown with the promise of “teeth whitening gum”.

Ad2 :

Advertiser: Perfetti Van Melle

Brand name: Happydent

Agency: McCann Erickson Mumbai

Country: India

Category: Oral Hygiene, Health & Pharmaceuticals, Chewing-Gum

Released: November 2004

A young man on a bicycle crosses a bridge, clearly in a hurry to reach his destination. However his bike collapses, the wheel falling into the river.

The man starts running. He tries hitching a lift from a car. The car doesn't have any headlights; instead, there are two men hanging in front of it. The car passes without stopping. The man then rushes into a town. The young man enters the town at dusk.

He passes a series of lamp posts. Instead of bulbs, the lamp posts have men hanging from them. The man then enters a palace. He tries to slip in furtively.

He crosses a lawn tennis court, a swimming pool, at the side of which men are standing upside down, half-submerged. The man is shown rushing through various parts of the palace.

Everywhere he goes, men are shown hanging from various positions.

He finally reaches a balcony and jumps onto a chandelier, from which many other men are hanging. Exactly below the chandelier is a dining table at which an old Maharaja is seated. Meanwhile, the background song, Tera dil roshan, tera mann roshan, reaches a crescendo. The man at the centre of the chandelier puts some gum into his mouth, chews it and smiles.

His smile transforms him into a human torch. The other men follow and the whole chandelier starts glowing. Likewise, the men placed at the swimming pool, atop the motorcar, lamp posts, tennis court and at various other spots follow suit and the whole

town is lighted up. The voiceover at the end says, 'Happydent White, Chewing Gum'.

At the end the product is shown with stated benefit “for sparkling white teeth”.

Accepted consumer belief:

In this commercial the ACB is , when you smile and show your teeth ,your teeth must be shining. If the teeth are not shining its better keep mouth close.

Benefit:

Happydent white contains baking soda which helps in keeping the natural whiteness and strength of teeth intact and enhances it. You also enjoy chewing gum and its taste. It uses product benefit to convey the benefit. It gives you sparkling white teeth.

Reason to Buy:

By chewing happydent white you will have flashlight like sparkling teeth and you will keep smiling freely. It uses logical explanation but uses exaggeration to stress the fact that chewing gum keeps teeth white and strong.

In very few words, the last Happydent TVC, made in 2004, successfully made consumers believe that the chewing gum could turn their teeth sparkling white.

The brand strategy was very clear. It moved from one flash bug to many, many flash bugs. They wanted to show many teeth sparkling and bringing light. So, in a way, the original idea was worked upon and new situations were created to implement the many flash bugs concept.