Situation

Rewarding kids with candy and confectionary has reached epic proportions in our highly-processed world. The options and access to such food has become a problem and doesn’t seem to be going anywhere given the pressures kids are under.

Brief

To weave a provocative story around the above-mentioned context that shocks people into thinking differently and consider Pepsodent toothpaste to fight cavities.

Objectives

For the film to garner online chatter and discussions about rewarding kids with sweets, and of course sales of Pepsodent toothpaste.

This is the story of a sweet Bangladeshi family and their darling kid – Rakib. Little Rakib is an overachiever in music, sports, academia and just at being a good kid in general.

In this looney world, his achievements and good deeds are rewarded with his family gifting him with mechanical drills, usually used to make holes in harder surfaces.

The film turns on its head, when we finally reveal that the family wasn’t actually rewarding him with mechanical drills. The drills were symbolic of the candy/cake/chocolates that caused cavities.

The film tries to make the point that while we give kids sweet foods with the best of intent, we’re inadvertently casuing them damage, unbeknownst to us.

Pepsodent, understands this and is an antidote to this behavior.