We were briefed to trim a Colgate Herbal 30” TVC which flights in Ghana to a 15” TVC, incorporating the new Colgate Herbal packaging as well as updating the tooth demo to highlight the product benefits, product ingredients as well as results of use. We were also has to amplify messaging around “Scientifically proven” in a organic nature that stood out on screen without disrupting the setting.

My copy partner and I started off by shortening the script and aligning key scenes which allowed for more product visibility so to maximise time on screen for the new pack as well as key relatability moments such as tooth pain, finding a resolution and the relief of an affordable solution. 

I then unpacked the key moments of the Colgate toothpaste in action in order to visualise how the product works. Showing the symptoms of toothache and visually depicting the difference between healthy and unhealthy gums.

The result, a 15" TVC which highlights the product, it's use and helps the audience immediately understand Colgate Herbal's benefits.

Copy writer on job Julian Capcan and editing by Vault team VMLY&R SA