The Colgate Plax campaign cleverly applies the classic charades guessing game to the occurrence of bad breath. As in the game, the person with bad breath has a piece of paper stuck to his forehead. The print ad reads, "When you have bad breath, everyone knows. Everyone but you." Fortunately for the guys in the Colgate Plax campaign, if they are bad at the game, at least they can pick up this mouth wash to prevent playing it altogether.
Conceived and executed by the Young and Rubicam ad agency branch based in São Paulo, Brazil, the Colgate Plax campaign was art directed by Eiji Kozaka with creative direction by Rui Branquinho and Flavio Casarotti. A playful campaign, it will make people wonder what they don't know.