Cadbury is linking Dentyne gum with making “face time”, encouraging internet users to allocate time to be with friends, face to face. The advertising campaign, launched in 2008, includes a television commercial, a series of print advertisements, and an interactive site (makefacetime.dentyne.ca) which can only be accessed for three minutes at a time.
Power down. log off. Unplug. Have mercy on your thumbs. Browse the world wide something else. Send some not-so-instant-messages. Undo/hit cancel. Be together. Make face time.
The Original Voicemail (power down, pucker up, make face time). The Original Instant Message (hang up, listen close, make face time).
Friend Request Accepted (close browser, open arms, make facetime). Send and Receive (log off, latch on, make face time.)
Click on the image below to play the video in YouTube (HD)
Click on the image below to play the video with voice over in YouTube (HD)
The Dentyne Make Face Time campaign was developed at McCann Erickson by agency executive producer Toni Lipari, executive creative director Craig Markus, associate creative director/art director Tracey Smith, copywriter Don Wilhelmi.
Filming was shot by directors Arni & Kinski via A White Label Product with executive producers Annique Decaestecker and Ellen Jacobson-Clarke, line producer Amanda Clark, director of photography Darius Khondji.
Sound and music were designed and mixed by Steve Rosen at Howard Schwartz Recording, New York. Music is “Summer Day” by Coconut Records, an indie pop solo project from Los Angeles, California featuring actor Jason Schwartzman. Jason’s debut album, Nighttiming, was released on Young Baby Records in 2007. The album had musical contributions from members of Incubus, as well as guest appearances by Zooey Deschanel from the band She & Him, and actress Kirsten Dunst.