Breath freshener rolls out with one-second spots

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[London] One Second, a breath freshener in the form of a menthol gel made by Laurent Mercier, a former executive at Italian confectionery giant Perfetti Van Melle, launched in Belgium last week with a one-second commercial scheduled to run in every ad break on every TV channel in Belgium for a single day. The agency, independent Duval Guillaume, Antwerp, fit all the basic information into the one-second time slot, in which a woman applies the gel, followed by a product shot. The soundtrack is a fast-paced whisper, "One Second" and even comes with a backing track. One Second supposedly works within one second of putting a drop of gel on a finger and applying it to the tongue. Katia Stauwen, an account director at the agency said, "One Second is for people who don't have time to go through chewing or sucking." One Second is also launching in France, U.K. and the Netherlands.
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