LISTERINE RELEASES NEW POCKETPAKS AD
By Adnews Staff
Pfizer Canada will release a new ad for Listerine PocketPaks today. The 30-second television commercial will run in English Canada. A 60-second version of the ad, called "The Chase," will also run nationally in movie theatres. Created by J. Walter Thompson, the campaign makes use of the Listerine PocketPaks Action Hero character, a "matrix-esque" heroine who also appeared in the product's launch campaign. She again battles the Evil Bad Breath Bacteria monster in the new spot, chasing her enemy into a dark subway station where she uses a Listerine PocketPak to destroy the creature. The spot ends with the voiceover "Listerine PocketPaks. The action hero for a cleaner mouth." Television and theatre advertising will be supported with posters in movie theatres, bars and restaurants nationally. Additional support will include a contest in movie theatres. PocketPaks are thin, translucent mint-flavoured films about the size of a postage stamp that dissolve on the tongue to kill bacteria.