Agency: Mayer McCann.
Dude, i think you are missing the point in this ad. You usually wear the shades on your eyes, but the teeth are so white that they have to cover them in order to sleep.
I think what Poweron! is saying is that nobody smiles while they’re sleeping.
If your teeth are so bright, smiles or not, wouldn’t you just wear the eye mask over your eyes? It would still block the light. And probably better than putting it over your mouth, which I would think would cause breathing problems.
i think it’s a nice ad. yeah, the bright teeth concept is overused, but it is somewhat refreshing in this ad.
although i don’t see the need for two people to be in this ad. also, i find the pattern of the bedspread to be a bit of an unnecessary distraction. seriously, croissants — are they sleeping under a tablecloth?
It does look a bit like some kind of suicide by suffocation pact. The god of the church of the holy croissant told them to do it…
It’s an old concept revived in a great new way.
They’re smiling because they’re tickling each other underneath that croissant-moon blanket.
I agree with you freddy. Good aproach and concept on this. The same old idea, but refreshed.
Good idea, but first I thought they’re wearing the masks because of the bad breath. Anyways something new something nice 
Nice way to show the concept, especially if you need to adhere to a campaign strategy that’s already been decided.
The need for two people can be questioned, but my guess is they are targeting the man by putting him in bed with his wife/S.O., since this product is most often purchased by the ladies.
You, know, saying “It’s okay for you to want white teeth also, hetero man.”
Not impressed. It’s far fetched and too constructed. Just like someone said in an earlier post:’ If they’re really kept awake by their shining white teeth, they should still wear them on their eyes. I smell a bad salad, not a winner.
I think the “croissants” are supposed to echo their smiles. I agree the ad doesn’t quite work.
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Smile with teeth show in sleep? How silly, only the happy fool people will sleep like that way.