th2ng's The Queen Proves 25% Just Doesn't Cut it For Listerine

Brushing your teeth is undoubtedly a good thing. It’s just that it only accomplishes a quarter of the job that needs doing. What would it be like if we left other jobs only 25% accomplished? That’s the driving idea behind “Listerine 25%,” a new spot created by th2ng and ad agency JWT London for the famous mouthwash brand. Directed by The Queen, the th2ng directorial team of Dan Lumb and Crinan Campbell, “Listerine 25%” imparts the dry humor of a lovably eccentric main character and a series of hilarious sight gags to show just how unsatisfying 25% can be.

“This was a fun and challenging shoot,” remarked Dan Lumb. “We were determined to hit all of the humor notes on this one, which was so contingent on comedic timing and working around the elements. With such a limited shoot time, we had to rely on the talent and preparedness of the team to make this a success. I think everybody did their part to make it come together in a hysterical way.”

Shot on a crowded beach on the popular island of Tenerife in the Canary Islands, “Listerine 25%” opens absurdly, with a balloon man receiving a pizza from a passing deliveryman on the beach. With just two slices left in the box, our hero begins his rant in the notably ironic tone of a funny Ray Winstone. It is then that we embark on a hilarious journey that demonstrates how disappointing it is to receive 25% of a haircut, a joke, a cocktail, a spray tan, and a “mankini.” He gallivants across the beach engaging in ridiculous antics, ultimately ending up in a woman’s bathroom as she brushes her teeth, sampling a bit of toothpaste from around her mouth, and alerting her that brushing alone, cleans only 25% of her mouth, as her teeth only make up 25% of her mouth. However with Listerine, she’ll be cleaning virtually 100% of her mouth.

The Queen ambitiously and masterfully shot this spot in just two days, contending with such elements as beach crowds, children, land to water shots, and persnickety Persian Cats – and with a number of directorial accomplishments (including their recent work with Virgin Media “Make it Big”) – the duo is asserting itself as a force, and integral part of th2ng.