Colgate Wisp Commercial 2009

First, I think it is important to note that I initially watched this commercial without any sound. Therefore, my initial reaction was that it was either for a shaving cream or axe body sprays etc. In other words, I thought it was a commercial that targeted men and some sort of male beauty product. Afterall, the common message among such commercials are to allow for women to be able to "get close" to you.

With that being said, I saw this initial reaction as a very clever move on Crest's part. They turned something so common to the american public into a commercial regarding the importance of fresh breathe, especially under such intimate circumstances. The same can be said for Dentyne Gum's advertisements for "practicing safe breathe." Here Crest is stressing the importance of "Dont Get Caught with out it!" As if you're already doing something morally wrong.

At the same time, however, I can't help but to think of the success the Wisp has had. Does it really work? And more importantly, do people actually stop...leave whoever it is that they are with, go use a wisp, and come back to "close the deal." I can speak as an observer as well as a college senior that normally, when people want to hook up, they are going to hook up. They aren't going to stop and think twice about their breathe. Mainly because alcohol is involved so maybe that is a factor. Not thinking twice. So, is the target audience more adult focused? I will have to do some research. It would be interesting to know some more specifics.