Problem
Listerine was failing to stand out from its competitors.
Strategy
Nothing stands out more than a big, beautiful smile.
Idea
Donkeys often expose their big, human-like teeth. I decided to make them beautifully shiny. He’s also Scottish, for reasons I’m not willing to share. The Donkey graced TV screens with his dazzling smile for many years, splitting opinion online and becoming one of Listerine’s most recognizable adverts.
The Listerine Donkey
Produced at FCB Inferno
CGI by Platige
The Donkey soon arrived on Snapchat, giving everyone a chance to have big beautiful teeth of their own, and a menacing equine looming over their shoulder. Millions took on the swishing challenge to unlock this surprise.