And speaking of HappyDent chewing gum and product metaphors, here is another metaphor that the brand has recently used: chewing gum as light source.
“HappyDent had just released a commercial that showed an entire kingdom, where all the lights were HappyDent chewing people — from lamp-posts to chandeliers. We needed to create some PR around this commercial. This specially fabricated HappyDent dispenser was sent to all media houses. It was in the shape of a light bulb and was packaged the way bulbs are packaged in India. Such was the popularity of the commercial that the mailer didn’t even need and explanations.”
The popular “City Lights” commercial shows a significant portion of the kingdom’s populace happily serving as lighting fixtures. Directed for McCann-Erickson, Mumbai by Ram Madhvani …
(Another short video about the making of the commercial follows, after the fold…)