Dentyne: Practice Safe Breath

This campaign has been around for a little while, but I didn’t notice it ’til recently. Almost a year ago, I entered a contest where one of the objectives was to create a few Dentyne ads that were both fun and bold with a relationship vibe. Mine weren’t even close to being on this level. Like they say, “sex sells.” I think the concept is interesting, but by today’s standards the innuendo is dated. “You’re prepared no matter how close you get.” 15 or 20 years ago, this may have been a groundbreaking spot. Bad breath can still break the mood, but times have changed. For some people, hooking up is like saying “hello” and then afterward saying, “Oh by the way, what’s your name?”

Being prepared is a given, but what are you prepared for? The previous spot in the campaign is much more specific in that it focuses on kissing. The new spot is much more suggestive. I don’t think it works as well., but it’s bold for a gum commercial.