Dude, where are the holes?

Elmex wanted to promote their anti-cavities toothpaste, under the tagline “Helps prevent cavities” and asked them to find a surprising way to expose it. They collaborated with Israel’s largest bowling chain with branches in all major cities in the country. 140 bowling balls with no holes were randomly mixed with the regular balls on all the bowling lanes. 3 round stickers designed to look like the holes on the bowling ball were placed where the holes should have been. The stickers carried the message “Elmex – Helps prevent cavities”. The campaign was launched on December 2009 (peak holiday season in Israel) and is still running.

Elmex - Dude, where are the holes? - ambient

to view the video on YouTube: http://www.youtube.com/watch?v=1_qIXY2Ht7A

Advertising Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv, Israel

Chief Creative Director: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yaneev Avital
Art Director: Nathan Freifeld
Copywriter: Oz Frenkel
Account Director: Adam Polachek
Account Supervisor: Tal Cohen
Account Executive: Revital Levy
Production: Hagai Ramati