# Surreally Mouthed Fish Ads The Saila Breath Mint Campaign Centers Around Hilarious Hybrids By Meghan Young | Published 2013-12-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/saila-breath-mint-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/12/saila-breath-fish-breath-onion-breath-garlic/) & [yr](http://www.yr.com) The Saila Breath Mint campaign reads, "Don’t let what you eat speak for you." This is somewhat creepily illustrated with the superimposition of a human mouth onto classic smelly foods including fish, onions and garlic. Although the sight of such mutated foods might seem disturbing, it really does send a strong message. People will either rethink what to eat for lunch or simply arm themselves with these [powerful mints](https://www.trendhunter.com/trends/breathrox-breath-mints). Conceived and executed by the [Young & Rubicam](https://www.trendhunter.com/trends/paris-printemps-popup) ad agency branch based in Milan, Italy, the Saila Breath Mint campaign was art directed by Andrea Fumagalli with creative direction by Vicky Gitto. The images were shot and post-produced by photography studio Artoutlab. Rather minimalist aside from the hilarious hybrids, the ad campaign also promotes different mint flavors. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 42% | Activity: 43% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Why This Trend Is Growing - **Surreal Ad Campaigns:** Opportunity for brands to create attention-grabbing advertisements by merging unexpected elements. - **Food Marketing:** Potential for food brands to use humorous and provocative imagery to promote their products and capture consumer attention. - **Personal Care Products:** Room for innovation in the breath mint industry by highlighting the impact of food choices on one's breath and offering powerful solutions. ### Industries Being Reshaped - **Advertising and Marketing:** Incorporating surreal and humorous elements in advertising campaigns can help businesses stand out and engage customers. - **Food and Beverage:** Brands have an opportunity to leverage creative and provocative marketing tactics to promote their food products and drive consumer interest. - **Personal Care and Beauty:** Breath mint companies can disrupt the market by emphasizing the importance of fresh breath and offering unique mint flavors that cater to consumer preferences. ## Related on Trend Hunter - [Confident Smile Campaigns](https://www.trendhunter.com/trends/aquafresh.md) - [Unconventional Breath Fresheners](https://www.trendhunter.com/trends/breath-fresheners.md) - [Fly-Attracting Seltzer Ads](https://www.trendhunter.com/trends/truly-hard-seltzer-ad.md) - [Cheeky Hygiene Company Campaigns](https://www.trendhunter.com/trends/so-clean-you-can-kiss-it.md) - [Safe Social Interaction Campaigns](https://www.trendhunter.com/trends/chew-it-before-you-do-it.md) - [Oil-Based Breath Serums](https://www.trendhunter.com/trends/oilbased-breath-serum.md) - [Distorted Burger Campaigns](https://www.trendhunter.com/trends/ailloween.md) - [Luxe Oral Sprays](https://www.trendhunter.com/trends/luxurious-oral-spray.md) - [Lazy Cereal Campaigns](https://www.trendhunter.com/trends/surreal-cereal.md)