Brushing your teeth is undoubtedly a good thing. It’s just that it only accomplishes a quarter of the job that needs doing in your mouth. What would it be like if we left other jobs only 25% accomplished? That’s the driving idea behind “Listerine 25%,” a spot directed by The Queen (the team of Dan Lumb and Crinan Campbell) via production house th2ng for JWT London.
Listerine mouthwash, of course, is what’s needed in addition to teeth brushing to cover 100% of oral hygiene. “Listerine 25%” imparts the dry humor of a lovably eccentric main character and a series of sight gags to show just how unsatisfying 25% can be.
Credits
Client Johnson & Johnson/Listerine Jamie Johns, sr. marketing manager Agency JWT London Romila Sanassy, TV producer; Alex McCarter, assistant TV producer; James Hobbs, Jeremy Little, creatives. Production th2ng The Queen, director; Hannah Cooper, exec producer; Mel Nortcliffe, 1st assistant director; Luke Scott, DP; Ben Cote, art director; Alison McGlaughlin, wardrobe; Norbert Schilling, local producer (at Film Canary Islands). Editorial th1ng The Queen, editor. Post Gramercy Park Ben Rogers, colorist. Performer Danny Babbington
Ford shared details of its campaign across Europe to cement the relaunch of its legendary Capri nameplate as an electric vehicle, following a provocative and successful unveiling earlier this year.
Developed by Wieden+Kennedy London, the “Mischief Rewired” campaign initially premiered on U.K. TV screens from Boxing Day (12/26), disrupting modern ad breaks with vintage ads from the Ford Capri archives--rewired with a bolt of modern mischief. Now, the full three films are fully rolling out across Europe, including this one titled “Prowl” in which panthers stalk the car as it drives through the desert.
From the 1960s to the 1980s, the Ford Capri was the car of choice for stuntmen, musical icons and movie stars. Now, these films--directed by Fredrik Bond of MJZ, with Academy Award-nominated Rodrigo Prieto as DP--tell audiences that the legend is back in an all-new, electrified and mischievous form for the modern era.
Pete Zillig, director of marketing, Ford in Europe, commented, “When you say ‘The Legend is back’ you need to be all in. What better way to do that than use some of those classic old Capri ads as a springboard into Capri’s electric future. Very proud of this brave work that stands out boldly in a sea of EV sameness.”
David Colman, creative director at Wieden+Kennedy London, said, “To relaunch the Capri as a new electric vehicle, we wanted to tap into its iconic past. From its role as the go-to car for stuntmen to its appearances alongside music legends and movie stars, the Capri was a symbol of excitement, individuality, and style. The idea took shape when our creative team, Georgina Brisby and Marcelo Duarte, discovered the archive of legendary vintage Capri ads and suggested ‘rewiring’ them. With... Read More
