MullenLowe Shanghai ‘White Now’


MullenLowe Shanghai launched a dazzling new commercial for Unilever’s “Zhonghua White Now” brand (中华魔丽迅白).

Its compact narrative is stylish, relevant and charming in conveying the new product’s efficacy in teeth whitening.

“It is the first whitening toothpaste product that adopts a fashion beauty commercial format, and we needed an eye-catching way to launch the new line of ‘White Now’ whitening toothpaste. In this saturated marketplace, we’re very glad that the MullenLowe Shanghai team broke away from the traditional approach and made this wonderful campaign with this original yet relatable creative idea.” said Benny Zhang, Marketing Director of Zhonghua China.

“We’ve identified consumers’ desire to complement their beautiful smiles with healthy white teeth, and inspired us to create this compelling brand message of ‘unleash the beauty of your lip color’ to deliver a unique proposition to differentiate from other teeth whitening brands. I believe this ad will definitely inspire more beauty seekers to proactively care for their teeth and improve their dental hygiene.” added Richard Tan, CEO of MullenLowe Group China.

The new product and ad were launched recently in China.


Managing Director: Brian Leong

Executive Creative Director: Brian Leong

Creative Director: Tin Yick Tan

Creative Director: Lorin Xu

Business Director: Dixi Chern

Associate Account Director: Nora Lin

Senior Account Manager: Rechal Ye

Planning Director: Thomas Wang

Producer: Elsa Mo

Production House: Fat Fat Cat

Director: Jair Sfez

Director of Photography: Luka Milicevic

Executive Producer: Lorna Chua