JWT London teamed up with production company th2ng (pronounced “Thing 2,” even though the number 2 looks nothing like an “I”) and directorial team “The Queen” (Dan Lumb and Crinan Campbell) for a new spot for Listerine.
The ad is based around the idea that, since teeth only make up a quarter of your mouth, brushing only cleans 25 percent of your mouth. It opens on a man holding balloon receiving a pizza delivery. When he opens the box he finds only two slices and exclaims “25 percent!?” This opens up with concept for a series of sight gags showing how unsatisfying 25 percent is: including a mini martini, unfinished haircut, an incomplete spray tan and a punchline-less joke. It ends with the man walking in on a woman brushing her teeth and informing her she’s only cleaning 25 percent of her mouth, really hammering home the ad’s message.
The ad was filmed over the course of just two days on a crowded beach on the island of Tenerife in the Canary Islands. Despite having to conted with throngs of beachgoers, land to water shots, children and cats, the crew enjoyed the shoot.
“This was a fun and challenging shoot,” said Dan Lumb. “We were determined to hit all of the humor notes on this one, which was so contingent on comedic timing and working around the elements. With such a limited shoot time, we had to rely on the talent and preparedness of the team to make this a success. I think everybody did their part to make it come together in a hysterical way.”
Client: Johnson & Johnson
Senior Marketing Manager: Jamie Johns
Agency: JWT London
TV Producer: Romila Sanassy
Assistant TV Producer: Alex McCarter
Creative: James Hobbs
Creative: Jeremy Little
Account Manager: Richard Frazier
Production Company: th2ng
Director: The Queen
Executive Producer: Hannah Cooper
1st Assistant Director: Mel Nortcliffe
Director of Photography: Luke Scott
Art Director: Ben Cote
Wardrobe: Alison McGlaughlin
Local Producer / Fixer: Norbert Schilling at Film Canary Islands
Hero: Danny Babbington