JWT gives Asian spin on global ‘Bring out the bold’ campaign for Listerine

J. Walter Thompson has created three films for the Asian component of a global campaign for Johnson & Johnson mouthwash brand Listerine based on the insight that Listerine users lead more confident lives.

Listerine users, presumably because they have healthier teeth and do not have to worry about having smelly breath, are more likely to sky dive, dance in public, volunteer, start their own company or stand up to a bully, according to a research study by JWT called Bring out the bold.

In the first of the films for an Asian audience, titled ‘Handsome teeth’, a young Listerine user causes ladies to swoon because of his impressively strong teeth.

In a second film, a salesman can sell virtually anything because of his sweet-smelling breath.

A third film features a ‘fearless warrior’ who can eat pretty much anything because Listerine has given her healty gums.

JWT Singapore produced and edited three 30-second and four 15-second TV spots and three pre-roll films for the Asian leg of the campaign, which launched in Korea, Japan and Taiwan at the beginning of the month, and will roll out across 10 Asian markets over the coming weeks, including Thailand, Hong Kong, Indonesia, the Philippines, Malaysia, Singapore and Vietnam.

Tay Guan Hin, J. Walter Thompson’s regional ECD for Listerine, commented: “The concept of being bold means different things to different people, all over the world. Our aim was to create a series of Bring Out The Bold films that connected with Asian consumers. The idea was to make them laugh – and go buy Listerine.”

The global video introducing the Bring out the bold concept can be seen here.


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