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Colgate ProClinical video

We produced this TV spot for Colgate to launch its most advanced technological toothbrush, ProClinical. Integrating live-action with photo-real CGI, the production included shooting the hand on green screen and combining this with the CGI product and environment to reveal this 30 second TVC.


Summary/transcript

The agency came to us with a very specific brief for a 30 second live-action TV spot which would highlight all the key features of this new and unique revolutionary toothbrush for Colgate.

The commercial had to be very focused on the product (toothbrush) throughout, and shot with a sense of slow-motion, combined with quick acceleration. The egg was used to represent a tooth, with its tough outer shell and soft inside. The point of which is that different surfaces of your teeth need to be cleaned in different ways – and this technical whizz of a toothbrush has sensors which puts it into autopilot and adjusts to your mouth.

So with all this in mind and their overall desire for a clean and modern feel for the background - somewhere between technological & futuristic and neutral & fresh, we willingly began to plan the production!

26th February 2014

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Company Details

Taylor James

020 7739 4488

Contact Website

Address:
45-47 Underwood Street
London
N1 7LG

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