Richard

Full Transcript

This is Richard. Richard has agreed to play the role of New Orbit complete. He's going to fight the plaque acid that can attack between brushing. But obviously, plaque is invisible. That's it. Hurt it, Richard. Hurt the plaque. New Orbit complete with Xylitol helps fight the plaque you can't see.

Ad Story

A man named Richard is introduced as the "role" of New Orbit Complete and is coached to fight invisible plaque acid that attacks between brushing. The ad jokes about plaque being invisible while showing the product name on screen. It ends by stating that New Orbit Complete with xylitol helps fight the plaque you can't see.

Creative Analysis

Overall creative effectiveness: 5.4/10. Brand memorability: 4.7/10. Response potential: 4.2/10. Key strengths: Absurd physical comedy set-piece, Distinctive prop/visual branding, Clear problem framing (invisible plaque between brushing). Creative archetype: absurdist.