The Worst Breath in the World - #BestOfOgilvy

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Brand: Tic Tac
Title: The Worst Breath in the World
Office: O&M Paris

As the makers of a fun, small mint, Tic Tac wanted to demonstrate just how devastating bad breath can be.

So, they set up unsuspecting people walking through a Rouen plaza. Just as someone asks them for directions, they—and everyone else—faint.

The damage ripples outward, captured on a giant video screen, as people throughout the city lose consciousness. Finally, one of the stricken weakly offers up a Tic Tac, and the whole city is revived.

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