You love your garlic. You love your onions. But there comes a time when you need to leave them – or, rather, their aroma – behind. That’s where Clorets comes in, according to the new commercial from Ogilvy Cape Town.
There are two initial ads – one featuring an Italian “stallion” enjoying an open-top drive with a huge clove of garlic, and the other a girl up close and personal with an onion bulb on a park bench. But suddenly it’s time to meet friends who may not appreciate the smell of these vegetable “friends”.
So the Italian boots his garlic out of the car as he rounds a clifftop corner, and the girl pushes away the onion, which ends up under the blades of a lawnmower.
The man and woman each pop a Clorets in their mouth and the breath odours are gone in time to meet friends. The pay-off line is “Love onion (or garlic) but not all the time.” The onion commercial has already aired on TV for the first time. The garlic version will follow later. Both were filmed in and around Cape Town.
Doug Place, senior brand manager for chewing gum at Cadbury SA, says: “We want consumers to feel free to get up close and personal with onions and garlic without suffering the inevitable consequences. These commercials offer the solution.”