We're approaching the holiday where little kids dressed as Marvel superheroes and the cast of Frozen will descend upon neighborhoods across the U.S., amped up on sugar, requiring that adults fork over "good candy" (read: any candy bar found in a checkout line) lest they be deemed cheap for buying "bad candy" (DumDums? What is this, the bank?).
Crest follows up last year's charming and funny Halloween ad, in which the brand experimented with disgustingly healthy candy, with the spot below—highlighting the effects of giving 50-pound humans an enormous amount of sugar. (Publicis Kaplan Thaler created both spots.)
The little girl in the piñata costume at the 12-second mark steals the show, while the man conducting the experiment deadpans beautifully. The chaos soon begins, and between the loud music, loud screaming and cringe-worthy scene of little kids all trying to eat the same giant gummy bear, it feels like being stuck in a pizza party at Chuck E. Cheese.
I've never been so grateful for a mute button.
The end copy, however, ties it all together: "Halloween candy may have an effect on your kids, but not on their teeth. Thanks to Crest, their teeth are covered."
It's all somehow simultaneously awful and fun.
CREDITS
Client: Crest
Agency: Publicis Kaplan Thaler
Halloween Video:
Chief Creative Officer: Rob Feakins
Executive Creative Directors: David Corr,
SVP Creative Director: Amy Carvajal
Creative Director, Copy: Sarah Coker
Creative Director, Art: Mariana Dutra, Alex Shulhafer
Executive Producer: Noelle Nimrichter
Account Team: Angela Pasqualucci, Cheryl Loo, Kate Kim, Fuming Cao, Ilyssa Harbatkin
Halloween All Team:
Chief Creative Officer: Rob Feakins
Executive Creative Directors: David Corr,
SVP Creative Director: Amy Carvajal
Creative Team, Copywriter: Sarah Coker, Malissa Johnson
Creative Team, Art Director: Mariana Dutra, Alex Shulhafer, Jess Killian
Executive Producer: Noelle Nimrichter
Account Team: Angela Pasqualucci, Cheryl Loo, Kate Kim, Fuming Cao, Ilyssa Harbatkin
Strategy: Dave Bovenschulte, Jhanell Biggs
UX: Zack Kurland
Analytics: Will Parker, Gino Abbate, Tulika Singh
Interactive Producer: Jane Kim
Project Manager: Nicole Soler
Director: Brad Morrison
Production Company: Slim Pictures
Executive Producer: Tom Weissferdt
Editorial: Fluid
Post Producer: Michelle Seidenfrau
Audio Post: Mr. Bronx
Mixer: Dave Wolfe
