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Crest “Lice” 2009

Crest “Lice” (2009) is a Crest commercial directed by Harold Einstein for Saatchi & Saatchi, produced by Station Film. It won 5 awards, including Cannes Lions 2008 Film Gold, D&AD 2009 Wood Pencil — TV & Cinema Advertising / TV Commercials 41-60 seconds and Clio 2009 Bronze — Television/Cinema/Digital / Toiletries.

A man tells his girlfriend he has lice and she probably does too, because he found their new pillow on the street, but his bright smile makes it less disgusting.

Video: Harold Einstein on Vimeo

Shot by shot

  1. A woman in a purple robe looks through a closet while a man in a green jacket walks past her holding a box of eggs in a bedroom.© Crest0:00
  2. A man in a green jacket stands with his back to the camera, looking at a dresser with trophies and a dog portrait on the wall in a bedroom.© Crest0:02
  3. A man in a green jacket and blue shirt holds a blue wrench and a bottle of lice shampoo, smiling at a woman with long dark hair in a bright room.© Crest0:04
  4. A woman in her 30s, wearing a purple robe, looks concerned while holding a blue lice comb in a bedroom closet.© Crest0:08
  5. A young woman with long dark hair, wearing a purple robe, turns to face the camera in a bedroom, looking concerned.© Crest0:11
  6. A man with dark hair and a green jacket smiles and talks to a woman with dark hair, who is partially visible, in a brightly lit room.© Crest0:13
  7. A floral patterned comforter and pillows are neatly arranged on a bed in a bedroom, suggesting a calm domestic scene.© Crest0:16
  8. A woman with long dark hair looks at a man with a concerned expression in a bedroom.© Crest0:22
  9. A man with dark hair and a green jacket smiles broadly while looking at someone off-screen in an interior setting.© Crest0:24
  10. A man with dark hair and a green jacket smiles broadly, revealing white teeth, as he looks at someone off-screen in an interior setting.© Crest0:29
  11. A woman with long dark hair looks at a man off-screen, her expression shifting from serious to a slight smile in an interior setting.© Crest0:31
  12. A man and a woman sit on a bed, smiling at each other, as the man holds a bottle of Crest mouthwash in a bedroom.© Crest0:35

Stills © Crest. Made by Saatchi & Saatchi, Station Film and Harold Einstein.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

A man delivers bad news with a bright smile, thanks to Crest.

Tagline: “Healthy, Beautiful Smiles for Life.”

bad news delivered cheerfullyunconventional source of household itemsgross-out humorcouple's banterproduct as solution to social awkwardness

The cut

Length
46 s
Shots
19
Average shot
2.4 s

What creatives use Crest “Lice” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Crest “Lice”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A woman in a purple robe looks through a closet while a man in a green jacket walks past her holding a box of eggs in a bedroom.© CrestA man in a green jacket stands with his back to the camera, looking at a dresser with trophies and a dog portrait on the wall in a bedroom.© CrestA man in a green jacket and blue shirt holds a blue wrench and a bottle of lice shampoo, smiling at a woman with long dark hair in a bright room.© CrestA woman in her 30s, wearing a purple robe, looks concerned while holding a blue lice comb in a bedroom closet.© Crest
    Frames from Crest “Lice”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Crest “Lice” in order, with its length, framing and what happens in it.

    A woman in a purple robe looks through a closet while a man in a green jacket walks past her holding a box of eggs in a bedroom.© CrestA man in a green jacket stands with his back to the camera, looking at a dresser with trophies and a dog portrait on the wall in a bedroom.© CrestA man in a green jacket and blue shirt holds a blue wrench and a bottle of lice shampoo, smiling at a woman with long dark hair in a bright room.© CrestA woman in her 30s, wearing a purple robe, looks concerned while holding a blue lice comb in a bedroom closet.© CrestA young woman with long dark hair, wearing a purple robe, turns to face the camera in a bedroom, looking concerned.© CrestA man with dark hair and a green jacket smiles and talks to a woman with dark hair, who is partially visible, in a brightly lit room.© Crest
    Length: 46 s · Shots: 19 · Average shot: 2.4 s

  3. 03Ad ideas: every spot built on a gross-out humor

    Before you present an idea, you need to know who has done it, and how.

    Crest “Lice” is built on a gross-out humor. Search the library by idea to see every spot that uses it.

    truth “Poop vs Pee”© truthBud Light “Genius/Mr. Silent Killer Gas Passer”© Bud LightEqual Pay Day “Shitty Jobs”© Equal Pay DayValio “Ian Wright - the Lick-Hiker's Guide to Inner Strength”© Valio
    truth · Bud Light · Equal Pay Day · Valio

More commercials by Harold Einstein

More from Saatchi & Saatchi

Award-winning beauty & personal care commercials

Questions

Who directed the Crest “Lice” commercial?

Harold Einstein directed it, produced by Station Film, for the agency Saatchi & Saatchi.

Which agency made Crest “Lice”?

Saatchi & Saatchi created it for Crest (2009).

What awards did Crest “Lice” win?

5 awards, including Cannes Lions 2008 Film Gold, D&AD 2009 Wood Pencil — TV & Cinema Advertising / TV Commercials 41-60 seconds, Clio 2009 Bronze — Television/Cinema/Digital / Toiletries and AICP Show 2009 Honoree Advertising Excellence / Campaign.

What is the tagline of Crest “Lice”?

“Healthy, Beautiful Smiles for Life.”

Sources for the credits and awards

aicpawards.comdandad.orgThe WorkThe Workweb.archive.orgclios.com