Superstar

The Florida Gum Smile Power Campaign Leads Blind Love

By: Amelia Roblin - Published: Mar 14, 2011 • References: jwt and adsoftheworld
Not everyone has the sense to steer clear of someone totally who's wrong for him, and these Florida Gum Smile Power ads depict just how blindly these characters pursue a pretty face.

The gum brand doesn't appear to have any tooth-whitening properties, yet the focus of the campaign is the grin of the chewer. Minty fresh breath is perhaps an appealing quality in a potential mate, yet the characters in these animated ads take a few steps too close to dangerous suitors.

Designed by the JWT advertising agency of Tunisia, these cartoony prints portray a lovestruck deep sea diver leaving his air supply behind to meet his mermaid, a melting snowman pursues a Hawaiian hula dancer, and a balloon woman reaches for the hand of a cactus cowboy. Emphasizing the effect of an attractive mouth, the Florida Gum Smile Power campaign teaches mint-flavored treachery.