The new flip pack commercial is crazy and bizarre. But it does not deviate from its main brand theme and sticks to the core values, even as it tactically highlights the new variant

Happydent White has undoubtedly latched on to a good idea. The chewing gum promises bright, shiny teeth… shiny enough to light up an entire neighbourhood.

Its award-winning brand advertising has been the talk of the ad world for some time now. Of course, this is exaggeration taken to mad levels, but it works in this case. Because no one takes either the chewing gum or its promise to heart. But the phenomenally wild ads ensure two things happen: One, some delightfully funny advertising gets created. And two, good brand recall is generated at comparatively lower ad spends.

Well, now they have launched the Happydent White flip pack (much like a cigarette pack). And the new TV commercial takes the madness into outer space. This time, the good ol' moon is the protagonist. The TV commercial only features voices of a group of youngsters; you don't get to see them. It's a night sky and we get a panoramic view of the animated full moon. The kids decide to have some masti, and discover that by opening and shutting the flip pack, they are able to switch the moon 'on' and 'off'! Like an electric bulb. So the chandrama keeps appearing and disappearing, as the flip-pack mischief continues.

Finally, Uncle Moon gets bored of the proceedings, starts yawning, gets mighty annoyed, and demands that the naughty bunch make up their minds-that they should either keep him in the 'on' or 'off' mode. One of the wicked girls decides to turn the moon 'off' for good, and it vanishes into the night sky. The voiceover says: "Happydent: Light ka nayaa switch".

Absolutely crazy and bizarre advertising, but it will get quickly noticed by the young target consumers, which is the key job of the ad. Also, the communication does not deviate from its main brand theme, and sticks to the core values and brand personality, even as it tactically highlights the new flip pack variant. So, all said, a good show. No one takes the Happydent advertising seriously, and exactly therein lies the reason for the brand's success.

One niggling question remains, however. Quite strangely, the moon speaks in a Madrasi accent. Why must that be so? Do the advertiser and its agency believe the southie accent is funny? Well, let's hope our Tam Bram pals are amused as well and don't get 'switched off' by the ad! — Anil Thakraney