BBR Saatchi & Saatchi has created what the agency calls “the world’s stinkiest print ad.”

The idea was to communicate the breath freshening effect of Must Bubble Gum 45’s long-lasting flavour.

So the agency created a print ad using real food that causes bad breath: onions, garlic, smoked salmon, radish, chives, salami…

It’s a nice visual idea. And a clever strategy for bubble gum in a European market where growth is occurring only in dental chewing gum.

If only the agency had turned the idea into activations. Then it would have created the world’s stinkiest ad that triggers an automatic emotional response.

Credits:

Agency: BBR Saatchi & Saatchi

C.E.O: Yossi Lubaton

VP-Creative Director: Idan Regev

Creative Director: Sharon Refael

Copywriter: Eran (Shushu) Spanier

Art-Director: Aia Bechor Kujnitzky

VP-Group Account Head: Maya salomon

Account Supervisor: Yogev Atoon

Account Executive: Omry Sela

Graphic Studio: Yulia Zak, Yaniv Shachar

Head Of Production & Content: Dorit Gvili

Production: Gali Starkman

Creative Coordinator: Eva Hasson

Photographer: Yoram Aschheim

Food Stylist: Sharon Kedem

Category Manager Strauss: Meital Tarazi

Brand Manager Strauss: Lian Shemesh