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6 May 2020

Don't forget to smile.

by Andrew MacGregor


Signal: “The First Smile I Smile” - 60s

This touching commercial for Signal toothpaste offers an insight into the battle against coronavirus on the continent. The ad sets its stall out with a doctor carefully removing her personal protective equipment (PPE). Her blotchy face shows the physical cost of her efforts, but itís her smile - weary yet relieved - that propels the ad.

Director Hernan Corera is also keen to stress the camaraderie between doctors, nurses, and patients during the crisis, before the brand pledge additional support for those worst affected by Covid-19. Chuck Hattie Whiteheadís light-as-a-diet-feather soundtrack into the mix and you have a textbook piece of pandemic advertising.


Film Production: Caviar Ⓟ Ⓦ
Director: Hernan Corera Ⓟ Ⓦ
Music: First Bloom - Hattie Whitehead

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