Dentyne gets in your face
Posted: Monday, October 06, 2008 4:00 PM by Allison Linn
Filed Under:
Food and drink
In this era of instant electronic communication, do you really ever actually need to talk with, much less actually see, your friends? Isn’t it much easier just to text them, trade voice mails or check their status updates on Facebook?
Dentyne takes that attitude to task in a new series of print and television ads that poke fun at technology terms by showing their real-person equivalent.
Two friends whispering to each other? That’s "voicemail."
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| Dentyne (Click image to view the ad) |
A group of soccer players celebrating a goal? "Friend request accepted."
A romantic kiss? They call that "the original instant message."
Dentyne’s "Make Face Time" campaign isn’t the first to come up with the idea of putting the human back in human contact, but an idea doesn’t need to be original if it is executed well.
The ads get your attention with their whimsical soundtrack, joyous little snippets of the good things in life and clever pairings of words and actions.
Dentyne also resists the temptation to plaster its print and television ads with too much information, instead sticking to simple phrases and images. In order words, it gets in your face by not being too in-your-face.
What’s more Dentyne actually promotes the product it’s selling. An upside to electronic communication is certainly that it can be done in one’s pajamas, and before brushing one’s teeth, but most of us appreciate a whiff of fresh breath before making a human connection.
Click here to watch the ad, or click here to see the whole campaign on the Web.
