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