Happy Dent – Palace

Agency: McCann Erickson
Production House:  Equinox Films

The ad was executed in 2007, however it has managed to resurface this year and wowed the audiences yet again. Keeping in line with the promise of sparkly white teeth, it is yet another exaggerated story of how chewing Happy Dent can give you teeth that shine bright.

Set in rural India, where there is a shortage of electricity and people have to depend on alternate sources to make their evening bright, Happy Dent takes advantage of the situation and uses it’s USP to sell the chewing gum.

There are a number of good things about the TVC in terms of how well it is shot, how authentic the set up is, how opulent the backdrop is etc. However the one thing that cannot go unnoticed is the use of people in different scenarios as lamp shades, car lights, lamp posts, chandeliers etc.

It is funny, there is not doubt about that, and the people who are sporting splendid white teeth look happy none the less, but it’s sad to see that one could even use people in jest to light up a palace. The acrobatic stances the slaves had to don just so that the King could eat his meal on time, or the passage way was aptly lit up or the princess didn’t have to stop midway during her game of tennis.

All in all a good ad but a bad example for an India that we think is shining. The perception of this country still resides in snake charmers and elephants and if we wish to produce advertising that is going to win acclaim world wide, we should focus on portraying a better picture through creativity and advertising.

The ad won a number of awards and the production team and agency should be patted on the back for creating an ad this is highly exaggerated and yet interesting to watch over and over again.

Rachit Mehra

(1 votes, average: 5.00 out of 5)
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