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Prasoon Joshi’s Happydent commercial among 20 best ads of 21st century: Report

Prasoon Joshi’s palace commercial for Happydent chewing gum has been named as one of the 20 best ads of the 21st century in a public poll conducted by the Gunn Report.

, ET Bureau|
Dec 03, 2015, 04.00 AM IST
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Prasoon Joshi’s palace commercial for Happydent chewing gum has been named as one of the 20 best ads of the 21st century in a public poll conducted by the Gunn Report.
Prasoon Joshi’s palace commercial for Happydent chewing gum has been named as one of the 20 best ads of the 21st century in a public poll conducted by the Gunn Report.
MUMBAI: Prasoon Joshi’s palace commercial for Happydent chewing gum has been named as one of the 20 best ads of the 21st century in a public poll conducted by the Gunn Report, the global index of creative excellence in advertising.

The commercial shows people lighting up a palace with their shining teeth after chewing on Happydent gum, a product of Perfetti. It was conceptualised in 2008 by Joshi, CEO of McCann Worldgroup India and chairman (Asia Pacific). “Conceptualising and writing the Happydent ad will always stay special for me.

It was immensely satisfying as a creator and also as an advertising professional, as it strengthened my belief that apart from communicating and building brands, ideas also dramatically impact hardcore sales,” Joshi said. “Which is what this ad campaign historically did for the brand.” Joshi said: “It also taught me a very important lesson that great work can never happen without great partnership with clients and your creative partners.

Sameer Suneja, now the global CEO of Perfetti, was bold enough to let me execute this idea, which would have sounded absurd to some.” The ad guru also credited Ram Madhwani, the director of the Happydent advertisement who partnered him in its making, the McCann creative team led by Anirban Sen, and the Equinox team led by Manoj Shroff.

The Gunn Report website disclosed that 1,754 advertising professionals were allowed 10 votes each on a pre-selected reel of 30 commercials. “Dumb Ways to Die” a public service announcement campaign by Metro Trains Melbourne, is the only other advertisement from Asia that has made it to the list. It was created by McCann.

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