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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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