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Micro Spot Sells Breath Freshener

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LONDON ( -- One Second, a new breath freshener in the form of a menthol gel, launched today in Belgium with a TV commercial lasting just one second.
Antwerp agency Duval Guillaume created the one-second ad that is running on every TV channel in Belgium.

The spot, by independent agency Duval Guillaume of Antwerp, was scheduled to air during every ad break on every TV channel in Belgium throughout the day.

Fastest, shortest ever
"Since One Second is a small company with big ambitions, DGA had to think of a way to create rumor around the new product without it costing a lot," said Katia Strauwen, an account director at the agency. "So we decided to make the fastest, shortest commercial ever."

One Second works by putting a drop of the menthol gel on a finger and then applying it to the tongue. Within one second it claims to provide freshness that lasts 20 to 30 minutes. Laurent Mercier, a former executive at Italian confectionery giant Perfetti Van Melle created the breath freshner.

One-second sound track
Duval Guillaume managed to fit all the basic information into the one-second time slot. In the fast-paced ad, a woman sticks the gel on her tongue, followed by a product shot. The sound track is a fast-paced whisper -- "One Second" -- and even comes with a backing track.

Ms. Strauwen said, "Nobody wants to wait half an hour to get rid of his problem. Every solution has to be instantaneous. It is the same with mouth freshness; One Second is for people who don't have time to go through chewing or sucking."

One Second is also launching in France, the U.K. and the Netherlands.

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