Colgate Dental Floss, marketed in Israel by Shestowitz Ltd, is being promoted in a print advertising campaign featuring its capacity to reach and handle unreachable food remains stuck in teeth. Colgate Total Mint Waxed Floss is transformed into pincers, a corkscrew and a hand, over a black background with cooked chicken, rare beef steaks and raw broccoli.
Credits
The Floss campaign was developed at Shalmor Avnon Amichay/Y&R Interactive Tel Aviv by chief creative officer Gideon Amichay, executive creative director Tzur Golan, creative director Amit Gal, art director Ran Cory, copywriter Paul Paszkowski, and photographer Yoram Aschheim.
