Flash mobs are the worst of the most tired trends in advertising out there, Ogilvy & Mather Paris manages to breathe new life into the gimmick for client Tic Tac.
Bad breath can be a mortifying thing, and the agency nicely illustrates that by exaggerating that humiliation. Actors ask innocent passers-by for directions, but when they start to tell them, the actors fall unconscious -- ostensibly due to the stench.
According to the agency, most of the people in the live stunt are real citizens of the town of Rouen. The basketball team featured is the city's official team and the gardener and girls on the boat are townies. The 60 people passing out in the scene that takes place at the Hotel de Ville are employees of the Rouen Ferrero factory.
According to Batiste Client, one of the creatives on the project, Doing a live stunt is always a challenge. First, you never know how it's going to work. Second, it's all about preparation so it takes a lot of time to get ready. And third, you never know how great it is until you're at the edit--even when you have more than 12 cameras."