Dentyne Film BEHIND THE SCENES by Ogilvy Cape Town

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BEHIND THE SCENES

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Industry Chewing-Gum
Media Film
Market South Africa
Agency Ogilvy Cape Town
Director Jason Fialkov
Creative Director Gordon Ray, Chris Gotz
Art Director Alexi Mccarthy, Jennifer Macfarlane
Copywriter Cuanan Cronwright
Account Supervisor Awie Erasmus, Alexis Leih
Production Egg Films
Released May 2010

Credits & Description

Category: Sweet Foods & Snacks
Advertiser: KRAFT FOODS SOUTH AFRICA
Product/Service: DENTYNE WHITE GUM
Agency: OGILVY CAPE TOWN
Production Company: EGG FILMS, Cape Town, SOUTH AFRICA
Date of First Appearance: May 10 2010
Executive Creative Director: Chris Gotz
Creative Director: Chris Gotz/Gordon Ray
Copywriter: Cuanan Cronwright
Art Director: Jennifer Macfarlane/Alexi Mccarthy
Agency Producer: Anthea Beylis
Account Supervisor: Awie Erasmus/Alexis Leih
Director: Jason Fialkov
Account Manager: Luca Gallerelli
Planner: Kim Solomon/Jayne Holness

English Description
This TV commercial challenges the modern-day notion that pouting is more beautiful than smiling. It communicates the idea that women are actually more beautiful when they smile. And it encourages them to smile confidently and freely again. The kind of smile that can be achieved with Dentyne White, which has active ingredients for healthier, whiter teeth.