Ferrero is running “La Pire Haleine du Monde”, (Worst Breath in the World), an advertising campaign for Tic Tac France featuring a flash mob with a difference. Set in the French town of Rouen, the video shows actors asking innocent passers-by for directions. When the pedestrians begin their directions everyone around them faints. Large screens show people throughout the town falling over. Eventually it becomes clear the problem is bad breath, something that can be easily remedied with a Tic Tac. The campaign is being promoted in Twitter with the hashtag #lapirehaleine.
Click on the image below to play the Worst Breath in the World video in YouTube (HD)
The clip starts off by saying basically “A breath of polecat, hyena, jackal, fennec fox, goat or pony can do more damage than you think”. The line at the end: “Tic Tac. The small dose of fun that refreshes”.
Most of the people in the live stunt are real citizens from the town of Rouen, including the city’s official basketball team. The sixty people passing out in front of the Hotel de Ville are employees of the Ferrero factory in Rouen.
The Worst Breath in the World campaign was developed at Ogilvy France, Paris by executive creative director Chris Garbutt, executive director, digital and brand content, Fred Levron, creative directors Baptiste Clinet, Nicolas Lautier, Florian Bodet, art director Salomé Jestin, copywriter Charles-Henry Joyaut, strategic planner Hadi Zabad, digital producer Hugo Diaz, managing director Benoit de Fleurian, account manager Nathalie Avedissian and senior account executive Myriam Nouicer working with Ferrero marketing team Stéphanie Loir, Camille Chipot and Anne-Laure Cottel.