In the current issue of Luerzer’s Archive, there is a print campaign for Listerine with a pretty arresting visual idea.
Claim: Because a toothbrush reaches only 25% of your mouth.
Agency: JWT, Mumbai. Image: Luerzer’s Archive iPad app
Categories which require a change of habit or adoption of a new habit usually rely on shock value – jolting the consumer into action or change of perception. This one works for me as an idea to convey the thought of merely brushing your teeth is not enough. But then why do we not see such ads in mainstream media?