‘Pet Shop’, the new campaign for Trident Fresh, created by F/Nazca Saatchi & Saatchi and produced by Stink São Paulo, goes beyond traditional flavour attributes and proposes a fresh mental renewal to its consumers.
The film shows a young man patiently waiting for his dog’s grooming session to end. Clearly there could not be a more monotonous moment imaginable. However, as he begins to chew a piece of Trident Fresh he observes a totally new reality: a fun choir of fish inside an aquarium begin performing the classic ‘Bohemian Rhapsody’ by Queen. In an ascending tone, the choir spreads its euphoria throughout the pet shop, and in the final scene we witness the young man joining in the choir.
View the spot below:
“We wanted to evoke the sensation of a renewed routine. So we transformed a daily situation into something provocative and different,” says Eduardo Lima, Creative Director of F/Nazca Saatchi & Saatchi.
On the Internet the production explores a few seconds more to present the “cast” of the Pet Shop which includes; The Fabulous Mr. Lau Lau; Uhu-Refresh boy; Mad Dog and Frederico ‘Big Eye’ Mercurio. The 15’, 30’ and 45’ second’s versions were displayed on network TV. All versions have the same concept: ‘U-hu, Refresh’.
AGENCY: F/Nazca Saatchi & Saatchi
TITLE: Pet Shop
PRODUCT: Trident Fresh
LENGTH: 90, 60 and 30 seconds
CATEGORY: TV and internet
CREATIVE DIRECTOR: Fabio Fernandes | Eduardo Lima
HEAD OF ART: João Linneu
COPYWRITER: Eduardo Lima
ART DIRECTOR: João Linneu | Rodrigo Castellari | Theo Rocha