antasy, creativity and exaggeration in ads have worked well for chewing gum brand Happydent White in the past. So there was no reason for it to change that approach. McCann Erickson's new ad for the gum depicts a man who is late for his job as a 'bulb'!

The TVC starts with a villager riding his bicycle. It is dusk and he has to reach the palace where he works as the 'central light bulb' in the chandelier. The wheel of the bicycle falls off and he desperately tries to thumb a lift from a passing car (which has two men sitting in place of headlights) in vain. He races on past lamp posts with humans as lamps. Just when he reaches the palace, the dinner gong goes and the king moves to his place at the dining table. Up he goes and lowers himself on to the chandelier, pops a teeth whitening gum, chews it - and smiles. The entire place lights up. One by one the other men follow and a chain of flashing teeth lights up the palace - and the city - as the qawwali style music reaches a crescendo. ... more