SIGN-OFF STATIC by Y&R Philippines for Colgate

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SIGN-OFF STATIC

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Industry Oral Hygiene
Media Promo & PR, Case study
Market Philippines
Agency Y&R Philippines
Executive Creative Director Badong Abesamis, Tan Shen Guan
Creative Director Jay Santiago
Art Director Jon Salutal
Released April 2010

Credits & Description

Category: Best Use of Television
Advertiser: COLGATE-PALMOLIVE CHINA
Product/Service: TOOTHPASTE
Agency: Y&R PHILIPPINES
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: Y&R PHILIPPINES, Manila, THE PHILIPPINES
Chief Creative Officer Asia: Marcus Rebeschini (Y&R Singapore)
Executive Creative Director: Badong Abesamis (Y&R Philippines)
Executive Creative Director: Tan Shen Guan (Y&R Hongkong)
Creative Director: Jay Santiago (Y&R Philippines)
Art Director: Jon Salutal (Y&R Philippines)
Agency Producer: Michael Kan (Y&R Singapore)
Agency Producer: Lora Schulson (Y&R New York)
Agency Producer: Robert Baird (Y&R New York)
Client Services Director: Jaime Prieto (Y&R Hong Kong)
Media placement: Television - (to follow) - 30 April 2010

Results and Effectiveness
The commercial was just launched at the time this presentation was being made. Viewers who’ve seen it were surprised, however, to see the nightlong TV static screen used as a commercial.

Creative Execution
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 repeated over and over again for 6 hours until the station signs on for broadcast in the morning.

Insights, Strategy & the Idea
Create a commercial for Colgate 360° toothpaste. Its promise: helping stop mouth bacteria from multiplying overnight, Colgate 360° prevents bad breath in the morning.