Brilliant Advertisement - Hats off Colgate Visible White - An Absolute Man biting a Dog!!

I often tell the students that it is not news when a dog bites a man. It is news when the Man bites the dog. Do something that makes people wake up from their social media-induced slumber and take notice. 

We are swarmed and bombarded by messages resulting in overexposure.  Most of us are jaded and are no longer stimulated adequately by media and promotional messages. 

So how to cut the clutter, especially in Print Media?  Print media is no longer the darling of the masses. The readership is dwindling and many advertisers are questioning its legitimacy and relevance. 

Print media still has a huge charm. Print media is seen as more reliable, and more responsible and it has the advantage of featuring an advertisement that can linger for a longer period and make a long-lasting impression. 

The precise reason why Colgate's visible white campaign chose print media. Check out the advertisement. at first glance, the ad looks innocuous but at a second glance, it looks as if the Colgate Visible ad is occupying the bottom part of the paper ( Like a solus or a single ad). 

But then we scan down and read the caption "Visible White  Saamne Aaye, toh Achhe Achhe Daant Chupayien (Meaning that even famous people hide their teeth when they come face to face with Colgate White or a person brushing their teeth with Colgate Visible white}. 

For a microsecond we are nonplussed. We don't get it and the people featured in the News items catch our attention. The movie watcher, The couple on a Goa trip, the Girl with the VR device, the author at the book launch, and the traveler to a foreign country are all "HIDING THEIR TEETH". 

Then it hits us. THE ENTIRE PAGE WAS AN ADVERTISEMENT. The ad drove us from itself to the so-called "New Items" Presented in the regular newspaper format. 

This is a brilliant concept. Well thought out and superbly executed. The next page also has an ad of Colgate Visible white.