FOOD: BLACK HOLE

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Released:	May 2007
Advertiser:	NESTLE
Brand name:	FOOD
Agency:	JWT
Country:	United Kingdom
Tags:	London

Credits:

Advertising Agency: JWT, UNITED KINGDOM, London
Creative Director: Howard Willmott
Scriptwriter: Simon Bullett/Ross Callow
Agency Producer: Romila Sanassy
Account Supervisor: Tim Palmer
Advertiser's Supervisor: Mayur Bhargava
Sound Engineer: Nick Angell


Script in English
MVO: I am a black hole. King of holes, if you ask me. But I’ve just heard there’s this new hole - Polo Xtra Strong. Strong? Ha! Maybe you can freshen breath, but can you suck space stations out of orbit? No! I can warp the very fabric of the cosmos. What can you do? Give someone a minty tongue? So remember: I’ve existed since dawn of time. You have been in shops since Tuesday.

Polo Xtra Strong. The Extra strong mint with the hole. Oooh. I’m scared.
Brief Explanation
The objective was to re-engage lapsed men who have switched to competitive mint/gum because they wanted a stronger mint than Polo Original. Taking the 'The mint with the Hole' brand equity, the idea was to create a series of characters from recognisable types of holes to show comically how bitter and frustrated those holes are at Polo Xtra Strong now being the most powerful, dangerous and famous hole around.