Take the Kiss-O-Meter challenge; urges Close Up's new TVC

Lowe has conceptualized the second part of the Kiss-o-meter challenge for Unilever’s toothpaste brand - Close Up. The TVC takes forward the ‘confidence’ idea that Close Up has been imparting in its communication.

Paul Grubb and Ruchi Sharma from Lowe Worldwide have created the film.

The TVC features the 'Kiss-O-Meter Challenge', wherein a man is shown handing a red rose to a lady. The lady accepts the rose, which makes the man sigh. His bad breath causes the rose to die. The voiceover then says ‘Is your breath that bad?’. The lady then goes to another man who revives the rose with his fresh breath. The voiceover then urges people to take the Kiss-O-Meter Challenge.

 

The Kiss-o-meter apparatus will be set up in select cities on weekends for people to walk-in to test their breath. 

 

Commenting on the new TVC, Srinandan Sundaram, category head, Oral Care, Hindustan Unilever, said, “Close Up historically has stood for freshness and fresh breath. The historical communications have been on the platform of providing people the confidence to approach each other. The thought was to take the communication and make it relevant to this age. This campaign dramatizes the proposition keeping the Indian cultural context in perspective. Bad breath is the most noticeable put-off when approaching someone." Explaining more about the challenge, he added, "People would want to have fresh breath and would like to check if this is indeed so. The challenge provides one a mechanism to test one's breath in a fun and interesting manner.”

 

WATCH TVC here

 

Credits

Creative: Paul Grubb, Ruchi Sharma
Production: RDP
Director: Anand (Andy) Iyer
Music director: Ram Sampad
Client servicing: Sandeep Puri, Jai Tanna & Dhwani Modi
Account planning: Subodh Deshpande & Mathilde Yvert