For strong teeth, laugh your heart out!

I just couldn’t help but LMAO when I saw this ad. So I am just planning to do a simple ad review and also probably go a bit behind in trying to understand what the brief would have been!

To begin with… watch the ad. Then you will know the reason for my first statement.

Here’s what I think about the TVC.

Simple thought which has been executed with absolute finesse. The TVC has humor in abundance and leaves you with a smile if not a laughter. And in the process the TVC’s take away is very simple. Anchor Toothpaste keeps your dental combination strong. Period!

The casting is awesome. Though I don’t know if the couple look good together. I mean, I am not sure if they look cute as a couple etc. But they are brilliant actors. And the guy is just amazing. The tinkling smile even when he is walking towards a grave danger – which is expressed beautifully by the wife – is just damn funny.

The TVC is a creative exaggeration to show the strength that the product gives to your teeth.

Just a look back on what could have happened behind the scene!

Afaqs state that the brief for the campaign was:

Anchor provides consumers with a relatable benefit, namely the proposition that one’s life is a whole lot more convenient and enjoyable, if one’s teeth are taken care of. Evidently, it emphasises the benefits of having good teeth in the context of one’s overall life.

I am sure the discussions between Marketing & the Agency would have revolved around humor as a tool. While the brand has dabbled many other platforms viz., targeting kids, 100% vegetarian and even celebrity endorsement (Kajol, again targeting kids), this time they have decided to ‘grow up’. They claim that their TG is ‘the family’.

In any case, the discussions could have been based on the following factors:

TG: The family (OKAY… This is plagiarism! :))
Product: A dental care toothpaste for the entire family
USP: 100% vegetarian
Take away: Anchor Toothpaste gives you strong teeth that it can help you bite into anything without getting hurt. (Sounds very familiar? I have seen a Vicco Vajradanti TVC conveying the same message but in a boring fashion. If you don’t trust me, go to the nearest multiplex. They all play the Vicco Vajradanti ads still… Yes. The same old ones).
Creative thought: The tagline for the campaign is ‘Daant fit toh life fit’.
Potential route: Humor.

Though the pointers above do not constitute the brief for the campaign, I have attempted to just understand the thought process behind the storyline. While many tooth pastes have claimed to result in strong teeth (and many will continue to), it is the story telling that has made the difference thus bringing some kind of freshness to this category.

The TVC shows a good looking new wife trying to get to the man’s heart through his stomach. Another cliché, of the woman of the house trying to woo the man and shows the dependence that she carries with her always. The man – the typical tired hardworking gent who gets back to the house to be with his wife. Importance of family – another cliché. But what makes it memorable is the coming together of all these clichés to make a unforgettable story and that’s where they have scored.

The creative agency is Ogilvy. And they have done what they have done almost for every large and successful brand. They are the specialists of stating the obvious! Some examples: Fevicol Sticks, Sumo is large etc. They have stuck to the formula and have come out tops with a very memorable campaign. The creative mind behind this is Abhijit Avasthi. Mr. Avasthi is walking his predecessor’s footsteps and walking well. Good on you mate! And good one Ogilvy.

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