Contract Communications Malaysia and SAFI toothpaste help characters hold their tongues

Coffee Mug.jpgContract Communications, a subsidiary of J. Walter Thompson Malaysia, has developed fun new creative television commercials for SAFI toothpaste and client Wipro Unza. The campaign's humorous 'moral' care angle is in deliberate contrast to traditional 'oral' care advertising prevalent among bigger toothpaste brands.

The 3 TVC's, which have just started airing on-line and on TV, feature different scenarios in which characters' tempers are tested to the limit. As their anger builds toward a verbal tirade, a giant SAFI toothbrush appears from nowhere to clean their teeth. Immediately their mood is refreshed, their patience and teeth both stronger for the experience.

Naughty Kids.jpgDIRTY CAT.jpgSriram Krishnamurthy, Chief Executive Wipro Unza (Malaysia) said, "SAFI may be a smaller brand in the toothpaste category, but it has a heritage and home-grown appeal that connects with the Malay Muslim consumers. It is evident in the use of the natural ingredients; Miswak, Sea Cucumber & Herbal Orange in the 3 variants coupled with Habbatus Sauda which symbolizes 'Selamat dan Suci' (Safe & Pure) and stays true to the brand's tagline. To stand out from our larger competitors, we wanted a campaign that people could identify with in a humorous way, and we think this creative work from Contract Communications definitely brings a smile."

Saurabh Saksena, Managing Director, J Walter Thompson Group, Malaysia added, "Knowing we couldn't outspend the major toothpaste competitors, we had to play smart using the key insight that consumers see very little brand differentiation in this category. So using the key benefit of Habbatus Sauda, we came up with this campaign which also has an injection of humour to make it more relatable to this audience group who enjoy a good laugh. With major players all taking the similar scientific tone in their advertising, we felt that some lightheartedness would prove a breath of fresh air."

Closing line translations:
Coffee mug: "Next time, be careful okay honey."
Naughty kids: "If you want, just tell me."
Dirty cat: "It's ok. Go wash off the cat's paw okay."

Credits -
Managing Director - Saurabh Saksena
Business Director - Janet Yap
Planning Director - Bhaskar Thakur
Creative Director - Hasnah Mohammed
Creative Group Head - Mandar Waikar
Senior AV Producer - Vincent Tja
Account Director - Nancy Khoo
Account Executive - Jensen Wong
Wipro Unza (Malaysia) Sdn. Bhd.
Chief Executive - Sriram Krishnamurthy
GM, Marketing - Pan Choi Yen
Marketing Manager - Mahsuri Sulaiman
Product Group Manager - Tan Say Ong
Senior Product Executive - Cynthia Alexander

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