Wednesday, March 21, 2007


A fireworks display made out of animated Tic Tacs was created to launch a larger pack size for the iconic product, created by Belgiovane Williams Mackay, Sydney.
Directed by Luke Savage from Flying Fish in New Zealand, the campaign is a celebration of more Tic Tacs, showing Tic Tacs bursting out of the packets and exploding into even more Tic Tacs.
“The BWM creative team chose stop-frame animation for this campaign as a tribute to the cool, iconic Tic Tac brand,” said Rob Belgiovane, BWM Executive Creative Director. “The result is a testament to the patience of a creative team committed to a perfect outcome.”
The commercial was all created in-camera over a three-day shoot, in a studio in Auckland.
“We wanted it to look like the kind of commercial that could have been made in the 70s, all created in camera and with an authentic feel,” Savage said. “The whole creative team was of the same strong view in this regard.”
The authenticity of the campaign was also achieved by using everything real – from the Tic Tacs to the mint and pieces of orange and peel, said BWM creative Jon Burden. “Painstaking hours were spent pushing Tic Tacs, mint and orange around on a piece of black felt. Luke’s collaborative nature meant we got the best out of the three-day shoot and it kept things fun.”
Savage said: “The highlight for me is the quadruple explosion at the end. That was the longest shot, it took 4.5 hours. At the end each new frame was taking 10 minutes, with about 100 Tic Tacs that each had to be moved 3mm at a time. We had to go through it meticulously to make sure every Tic Tac had been moved – if we left even one out, we’d have to do it again.”
Savage’s animation experience has always taken varied approaches. He has tried everything from the children’s toy Magnadoodles to a photocopier, as well as techniques like claymation and hi-res digital photography.
Agency producer Abby Hunt said finding a director who specialises in such a niche field as stop motion animation was a bit of a journey. “We spoke to a director in the US who ball-parked the production budget at US$500,000. Then a magazine called C2 landed on my desk with an article on Luke, who had just done a stop frame animation job for Wieden & Kennedy Portland. We knew from the first time we chatted to him that he was the man for the job.”
Producer Anna Stuart from Flying Fish sums it up: “I hate to think how many Tic Tacs we went through. I think we all got an addiction.”
The campaign is airing in Western Australia as a test market.

Creative Director: Adam Hunt
Creative Team: Jon Burden and Jake Rusznyak
Producer: Abby Hunt
Executive Creative Director: Rob Belgiovane
Production Company: Flying Fish NZ
Director: Luke Savage
Producers: James Moore and Anna Stewart
Editor: Jodie Gallacher @ Winning Post


Anonymous Anonymous said...

is it just me or does anyone else have issues clicking on these google videos?

5:52 PM  
Anonymous Anonymous said...

pretty fresh ad. Nicely done.

6:33 PM  
Anonymous Anonymous said...

simple and great.

6:49 PM  
Anonymous Anonymous said...

yeah I have problems with the google videos. I use Safari

8:18 AM  
Blogger CB said...

Over the last year or so, this blog has gone through YouTube, YouAreTV and now Google Video in search of the best video player. Anyone got a better way to show the commercials?

9:15 AM  
Anonymous Anonymous said...

It seems to open now.

Never thought a 15" ad with 10 pack shots could be this good! No i'm not a client.

9:39 AM  
Anonymous Anonymous said...

It's fresh. And minty.

11:15 AM  
Anonymous Anonymous said...

I've seen the full 30 second version on YouTube. Bloody awesome. It's so fresh for the category and compared to the previous campaign Tic Tac had done, it's a thousands times better.

Go to

for the full version.

11:19 AM  
Anonymous Anonymous said...

check this out,

1:38 PM  
Anonymous Anonymous said...

Advertising imitating art is nothing new, buddy.

honda cog ripped off from video art of 2 german artists showing in permanent exhibition in NY MoMA

sony bravia balls was done on the david letterman show in 1996:

2:07 PM  
Anonymous Anonymous said...

does that make it OK?

both examples you give are also an improvement on the idea...

4:37 PM  
Anonymous Anonymous said...

9:39AM agree.

The shot with the four pacs is fun. Good stuff.

But this is a 30 you wally:)

Get your stop watch out.

4:59 PM  
Anonymous Anonymous said...

sweet work!

Stuie P

5:40 PM  
Anonymous Anonymous said...

This is very cute.

Orange tic tacs rock the free world. Try them.

5:42 PM  
Anonymous Anonymous said...

And don't forget Playstation's homage to Big Train with their 'Life on the Playstation'.

5:44 PM  
Anonymous Anonymous said...

original and creative. can this really be Australian advertising?!

6:05 PM  
Anonymous Anonymous said...

Lynchy, I think if you have heaps of posts on a blog page at once it slows down video playback. This happens with blogger a fair bit...

7:14 PM  
Anonymous Anonymous said...

Hey don't want to slow the film down by adding a comment BUT why is this only going west aus. Surely this is far better than "shake your tic tacs" or "one calorie per sweet" that is running in France, Holland, UK, Basra etc.

11:39 PM  
Anonymous Anonymous said...

an execution is not a substitute for an idea.


11:40 PM  
Anonymous Anonymous said...

I love this!!! Total product overload, but wicked.

12:47 PM  
Anonymous Anonymous said...

Advertsising ripping off is just bad art plaigirism. And the art world wouldn't stand for it. Is it good advertising Yes it's good.
But let's just think for a moment. Toyota bugger is a rip off of a comedy skit. Wazzup was a rip off of a short film. Sam Kekvich for Lamb is a rip off off his schtick.

I would love it if creative people were original artists. But in the absence of them being that, they should acknowledge their imspirations and be open about it. It shouldn't ever win an award....
And isnt't it unnecessary to hear the production house in camers guff? Who cares? It doesn't make it any more noble.

3:39 PM  
Anonymous Anonymous said...

that is all fine and well, but this is blatant-beyond research or inspiration-photocopying.

And the blurb is just embarrassing.

6:01 PM  
Anonymous Anonymous said...

This is a very good place for tic tacs. Cool but not too cool.

10:42 AM  
Anonymous Anonymous said...

what a breath of fresh air ... this is by far THE best ad i've seen in a long, long time!!!

well done. keep up the fun work.

12:29 PM  
Anonymous Anonymous said...

I understand the frustration of seeing an ad that's just ripped off a style / bit of art but I defend people doing that for two reasons –

It's damn hard to explain a new art direction / technique to a creative director let alone a client without a reference

You almost have to be an art director / illustrator / artist yourself to come up with something new. That isn't what we do, we write ads.

Well done boys.

11:35 AM  
Anonymous Anonymous said...

Didn't realise they had TV in Western Australia yet...

1:05 PM  
Anonymous Anonymous said...

Am I missing something? It's an OK spot and I agree, a nice departure from the previous badly dubbed overseas spots, but it's not 'Sun Rice' is it?

11:10 PM  
Anonymous Anonymous said...


That's really good.

Is it out in Melbourne yet?

9:11 PM  
Anonymous Anonymous said...

This is lo-fi n lovely.

Will dominate most ad breaks.

11:06 AM  
Anonymous Anonymous said...

assholes, give credit where credit is due: you ripped off this idea from PES. pathetic, not to mention it.

5:08 AM  
Anonymous Anonymous said...

damn it's cool though. Just seen it on TV.

7:45 PM  

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