Corcoise rustles up two new TVCs for Perfetti Italy

NEW DELHI: Mumbai-based advertising production company Corcoise Films is on the verge of finishing production of two new television commercials for Perfetti Italy. The campaigns, for Happy Dent and Alpenliebe, are expected to go on air in the third week of May.



Corcoise Films has worked in conjunction with O&M Mumbai, the creative agency for both the commercials.

“The two commercials are expected to go on air in another two weeks time. We have shot both the commercials in Malaysia,” said Corcoise executive producer Cyrus Pagdiwala.

The two commercials are in addition to a recent TVC for Perfetti Italy’s Vivident Xylit `Gum Boy’ chewing gum.

On the experience of working for a completely different market, Pagdiwala says, “While working with a client like Perfetti Italy, the idea is to match the emotional expectation and creative content with the local audience. We can’t provide an Indian feel to the commercial. There is a lot more interaction with the client. When the client says they would like to go for a fresh look, obviously, we ask for the reason and more detailed background of the brief. There are no assumptions in this case.”

Citing an example, Pagdiwala said that for a TVC like Vivident Xylit chewing gum, which has been executed for the Scandinavian region as well, the commercials feature blonde models rather than ones with black hair.

Discussing in detail the Vivident Xylit chewing gum commercial, he said the story brief from the client asked for - 'the importance of having clean healthy teeth should come through, the film should look fresh and all exteriors to look green and film shouldn’t cause any malice or hatred to any of the characters'.

Description of the Vivident `Gum Boy’ commercial:

The campaign was based on the medicinal use of the chewing gum – helps in preventing tooth decay and helps keep teeth free of tartar.

The film opens on a huge farmhouse (palace) somewhere in the European countryside. Inside the farmhouse, a young extremely pretty woman - about 25 years old, very attractive - someone who any man on earth would die to make love to - sits next to the swimming pool. She is obviously waiting for her husband to join her. But for some reason the woman has a bored/frustrated look on her face.

Standing close to her is her husband. He is a huge guy who is an obsessive body-builder/ narcissist. He is the kind of chap who is in the gym six hours a day and the only thing he has on his mind is his body. The woman waits for him patiently as he admires himself in the mirror, totally oblivious to her presence. This is the reason behind the woman’s look. She has given up on this man.

The woman, quite irritated, barges out of the room and out of the farmhouse. In search of a little love and attention, she runs towards the barn of their big palatial house where she finds the farm boy working.

She decides to go all out and indulge in a little pleasure with him and drops her clothes in front of him. The farm boy, who is very pleasantly surprised, reaches out to her. He tries to take off the girl's bra-strap using his teeth. Just as he succeeds in this endeavour, we hear him screech and shout. The voice travels far and wide.

V O: Look after your teeth before it’s too late. With New Vivident Xylit that has Xylitol to fight tooth decay.

She now fears the worst and as expected, we see a hand break through the barn door and in comes the husband. The film ends on his POV of the farm boy holding his jaw in pain with one hand and the girls bra in the other. On the other side is the naked wife.

The casting brief from the client was as follows:

1. The girl shouldn’t come thru as a sex maniac, but as someone, who is hungry for love and attention and when she doesn’t get it from her husband she is left with no other alternative.

2. The Husband – Shouldn’t look like a cruel, cunning and evil man. He is a pleasant looking individual whose only problem is self-obsession.

3. The farm- boy – Should be a likeable guy who is not the cause of the family dispute. He is simply present at the right place at the right time or the wrong place at the wrong time.

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