Johnson & Johnson breaks new Listerine advertising
By Adnews Staff
Johnson & Johnson has released a new commercial for Listerine mouthwash. The ad, called “Skate,” was created by JWT Canada of Toronto. In the ad, the brand’s spokescharacters “Bottle Guy” and “Toothbrush Man” compete in a figure skating competition. The ad is intended to communicate that brushing teeth and using mouthwash will eliminate more germs than brushing alone. The ad ends with the tagline, “Want your mouth clean? Brush, then use Listerine.” A 30-second version of the commercial is airing nationally on television in English and French. A 50-second cinema version will be released on May 18. “Strategically, we wanted to return to the original formula of the established Bottle Guy campaign,” said Monique Zarry, vice-president and group account director at JWT Canada. “Deliver a serious message about oral healthcare, but in an irreverent and tongue-in-cheek voice. Pairs skating is an inherently powerful visual demonstration of teamwork and seemed a perfect metaphor for how our Bottle Guy and Toothbrush heroes perform together.”