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You're Out

Agency Network: 
Published/Aired: 
May 2019
Oral-B: You're Out
Oral-B Integrated Ad - You're Out

Description

There was one day of the year when only 100% clean was good enough - Yom Kippur. It’s the holiest day of the year and Jewish people repent for their sins and fast for 25 hours. The country shuts down – no traffic, no media, no eating. If you eat anything – even the smallest morsel of food – during that period, you are destined to an early death, according to Jewish law. It’s no wonder that 70% of Israelis observe the fast… just to be on the safe side! And a mouth that’s anything less than 100% clean could mean you accidently swallow some of the food particles lodged between your teeth.

We hijacked the day with a 100% clean teeth message. Instead of a boring Dentist ad we've used a true Rabbi instead. We gained backing from Israel’s rabbinical authority and amplified their advice through digital, out-of-home, print and eCommerce. A live demo was conducted, pitting a manual brush against Oral B's, proving our 100% claim. The results – certified by an eminent dentist and Israel’s highest rabbinical authority, proved that only electric brushing could save fasters from sin.

Integrated advertisement created by Grey, Israel for Oral-B, within the category: Health.

Advertising Agency: ACW Grey, Tel-Aviv, Israel
Media Company: Mediacom Connections Israel
Production: Keshet Group
Production: Bulldozer
PR Company: Stern Ariely Saar
CEO, ACW Grey Tel-Aviv: Amir Guy
Chief Creative Officer: Tal Riven
Creative Directors: Yonatan Title, Asa Keren
Senior Copywriter: Shay Chikotay
Senior Art director: Moti Rubinstein
Global Chairman: Per Pedersen
Europe Creative Chairman: Eduardo Maruri
CEO, Mediacom: Yaron Farizon
Comms Planning Director: Gilad Kat
Client Service Director: Shimi Hamias
Commercial Director: Yulia Shavelzon
Planning and activation leader: Dana Wolfsfeld
Country Manager P&G: Ophir Guttman
CMO: Roni Shacham
Brand Manager P&G: Liron Schifter
CEO, Stern Ariely Saar: Pupi Ariely
PR Manager: Michal Bar- Tal
Producer: Cherish Perez de Tagle
Editor: Samantha Neal
Storyteller: Ed Webster
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