Fixodent, Saatchi & Saatchi Italy Bring Back Pride for a White Lion

By Kiran Aditham Comment

Just in case you needed a little tug at the heartstrings on this Friday afternoon, let us bring you this lengthy film from Saatchi & Saatchi Italy for Procter & Gamble brand Fixodent. Yes, the denture adhesive brand does play a solid role in restoring the self-esteem of a white lion named Aslan, whose canines were lost during his nine years of existence. But, thanks to the services of brand, agency and narrator Kevin Richardson, Aslan underwent intensive surgery to restore his major teeth, pride and well, his pride of lions to maintain his status as the king of his jungle.

The campaign sparks inspiration in the vein of Dove’s Beauty work and others. By bringing back some beauty to the beast with little brand infiltration, Saatchi, director Sven Harding and Fixodent have created a narrative that shows us that a brand is capable of going beyond servicing the cast of The Golden Girls (p.s. big fan of said show).