Who says selling dental floss is difficult? A good creative team can put across utility of product in a very subtle manner. The picture of stuck chicken and the punch line ‘Your teeth can hide many things’ say more than any regular dental product ads with faces and teeth.
The ad world is flooded with loads of ads of all kinds of modern products and advertising strategies and brands. Yet it is surprising that this ad of Reach dental floss has been chosen winner for Sept 08 by website linked below. The brand ‘Johnson & Johnson’ is a big name but here clearly good creative concept which is true winner. The ‘Chicken’ ad campaign is simple, intelligent and very eloquent.
Big brand names do become winners when they invest in good creative team for meaningful ad campaigns. Also in print ad campaigns the creative challenge is bigger since one can use only pictures and words, no added audio-visual effects. The ads which appeal the most are the ones where message is clear without being loud.