Ads for medicinal toothpaste usually rely on men in white coats and animated ingredient demos swirling inside mouths. But every now and then, a client is willing to break the mold. That's how this film came to life.
What started as a category disruptor for the Dutch market soon proved to be a global hit. It wasn’t long before the film was picked up by SmithKline Beecham's network across Europe and even reached Australia. It turns out, the sensation of being kicked in the balls is a universal idea.
The film’s daring approach also landed it a feature on Ruby Wax’s Commercial Breakdown on the BBC. This was content before "content" became a buzzword. Shot on Ibiza in 2001 by Dutch director Paul Vos, the film’s music, inspired by Madonna’s Erotica, only added to its boldness.
Developed in collaboration with creative Ecco Vos, this project proves that sometimes taking risks pays off—big time.
This film was a Cannes Lions Finalist.