I was fond of this campaign. It was about ten years ago now, and the Listerine boys were very keen on the idea of this bad-tempered Tooth Fairy getting frustrated at every turn by people insisting on Oral hygiene courtesy of the Green Gargle. It's hard to make a living when there are no rotten teeth to yank out, etc etc.... For the main character they were thinking of a Leonard Rossiter-as-Rigsby type, but with an even seedier edge, if you can imagine. I think they eventually cast Keith Allen.
Anyway, they went through loads of ideas and this was the most enjoyable to do. It was just a shame that the concept barely made it past a series of dull print ads, and one brief tv spot. Maybe Listerine just didn't want to be associated in the public's mind with such a scrofulous little git, but I notice that the Australians have recently revisited the theme, using a cheeky female tooth fairy doing a bit of car-jacking in the name of oral fluffiness.
No comments:
Post a Comment