The new Colgate Total Professional toothbrush ad has hit the
streets of London via six-sheet bus shelter sites.
The heavyweight campaign for ’The brush that was designed with floss in
mind’ takes advantage of the innovative opportunities available to users
of outdoor advertising.
The agency has selected a few high-traffic sites and stuck a giant
toothbrush - with real bristles - onto the side of the shelter. To make
the association even more obvious, ’Brush Stop’ is written in big bold
red letters in the middle of the poster.
This is a good example of the medium as the message, where the show
window for the creative becomes more than just a framing mechanism.
Advertising must be noticed so it is able to do its job.
The toothbrush not only attracts far more attention than your average
six-sheet poster, it also ensures the ad is talked about. When an ad
becomes part of conversation, then the PR opportunities become easier to
Local TV and pictures of the ad in the press extend the life and effect
of the campaign.
Top marks to Young & Rubicam and Concord for this great use of outdoor -
and for giving every drunk student in London the opportunity to be the
proud owner of a unique piece of street furniture. It beats traffic