The new Philips Sonicare commercial presents the history of mankind as told through a manual toothbrush. The spot poses the question: With so much advanced technology available, why do most people still clean their teeth using the same “stick with bristles” method devised more than 5,000 year ago? Then to make sure viewers understand just how long that is, ad agency Ogilvy & Mather and director Jonathan Notaro of Brand New School show an actor in appropriate attire and backdrop brushing his teeth for 5,000 years, transitioning from caveman to modern-day city dweller. Shot on location in Budapest, including at a Victorian train station and on studio lots, the film is elaborately propped, with toothbrush man zooming effortlessly along, shedding costumes and environments as he goes.This was made possible by tying him to a dolly and dragging it through the various period-specific sets, while the wardrobe was changed using green-screen animation on mannequins.
For packaging designers, retail shelf presence is the primary consideration. Does the brand stand out from the competition? Does it make shoppers think it is better, more innovative, easier to use? Does it make them want to buy it? Bravo, if it does all that. What’s often missing, however, is considering how some types of packaging will look when the consumer gets it home. This is often true of products like liquid soaps, dish detergents and hand lotions where the package serves as the dispenser. The product may be easy to spot on a drugstore shelf, but it looks too functional in a bad way when placed on your bathroom counter next to your color coordinated towels and elegant perfume bottles. So,it is delightful to see that Method, known for its eco-friendly cleaning products, has released limited edition packaging by Irish fashion designer Orla Kiely. Her patterns look botanically natural, fresh and contemporary, with fragrances like pear ginger, vanilla chai, bay leaf and primrose to match. The bottle shapes are equally charming. Even if it is Method dish soap or all-purpose cleaner, people will want to leave the bottle out to enjoy as part of the décor.