The Crest Sensitivity campaign depicts some very dangerous drinks and foods. Of course, they aren't dangerous in the expected way. While a cup of coffee has been made to look like a volcano about to erupt and a truffle like a ticking bomb, it is apparent that these delicious items can provide as much harm as it can satisfaction.
Created by Publicis, an ad agency based in New York, the Crest Sensitivity campaign was art directed by Mike MacNeill with creative direction by Mark Ronquillo. It revolves around the idea of tooth sensitivity and how certain drinks and foods can illicit the sort of pain that people only thought possible with more dangerous situations including swimming with sharks.
Dangerous Drink Ads
The Crest Sensitivity Campaign Depicts Uncomfortable Teeth Situations
Trend Themes
1. Edgy Food and Drink Ads - Opportunity for brands to create provocative and attention-grabbing advertisements showcasing the potential dangers of certain food and drink products.
2. Highlighting Unexpected Harm - Opportunity to emphasize the unexpected harm that seemingly harmless items, like coffee and truffles, can cause, sparking awareness and curiosity among consumers.
3. Exploring Sensory Dissonance - Opportunity to play with contrasting visuals and sensations, capturing the discomfort and surprise associated with tooth sensitivity in a creative and engaging way.
Industry Implications
1. Advertising - Opportunity for ad agencies to develop bold and memorable campaigns that push boundaries and generate buzz for their clients.
2. Dental Products - Opportunity for dental care brands to create awareness and promote their products as solutions for tooth sensitivity issues highlighted in the campaign.
3. Food and Beverage - Opportunity for food and beverage brands to leverage the campaign's concept and create unique marketing campaigns that highlight the unexpected consequences of consuming certain products.