The challenge was to find a way of making the benefit clear but without relying on an execution purely focused on product demonstration.

We started with the core benefit, and focused on how strong is the cleaning. We needed to make that clear. So, we tried to find situations were the protagonist secrets would be left vulnerable without the cleaning.

After that, we found an execution to demonstrate that and tried to illustrate it in a way that the idea of secrets is clear: dark and full of shadows. The blue light helps the understanding of the ad since it guides the eye to the middle of the mouth. And it also helps building the brand because of the color.

The idea has not been in the market for so long. But, it only started with a series of print Ads, and the feedback was so good that the client asked us to also make posters of it.