Adopsy on "Halloween Treats Gone Wrong"

This blog's original purpose is to dissect and examine ads. So, I'll start performing adopsy on the new Adweek's "best commercial of the week: Oct.25-Nov.1"

Here is the subject of the adopsy to be performed: 

Poor kids.. they look like they actually threw up... I wish I could try them too....

It's cute, gross, confusing, funny, and doesn't really tell you its about a toothpaste commercial until the end! If I were to be watching this ad on TV, I would have thought it was another AT&T halloween version ad or a healthy snack ad... Turns out, its saying, "let your kids eat candies, because Crest is here to fight 'em off CAVITIES!!!" 

Let's start digging into its details now:
Client: Crest & Oral-B
Agency: Publicis Kaplan Thaler (NY based agency - more details below)
-CCO: Rob Freakins
-ECD: David Corr
-CD: Tony Gomes
-AD: Xavier Rodon
-Copywriter: George Logothetis
-Producer: Noelle Nimrichter
Production Company: Tool of North America
-Director: J.J. Adler
-Editor: John Piccolo, Fluid Editorial

When I saw PKT under the agency name, I went...who? I am still a virgin about advertising agencies, I dig one after another and they are endless... PKT doesn't seem to have a facebook page nor twitter account, but they did have linked in account with handful of job postings, and apparently one of my old classmate from college works there! wow

It turns out that Publicis Kaplan Thaler is fairly new agency, opened on July 2012. It was created from a merger of Publicis NY with Kaplan Thaler Group from Paris-based Publicis Groupe. PKT specializes in advertising, digital advertising and branding, located at 1675 Broadway New York.

Here is PKT's brand theory:
You can either adapt to change, ignore it, or lead it. At Publicis Kaplan Thaler, we help our clients take the lead. For change that helps them redefine the competitive landscape, leap ahead of the competition, become part of the public consciousness, and start a movement.

Going back to the commercial:
Target market seems to be females ages between 26-35, moms with young children. Moms who are agitated at all the candies that their children will be eating during the "Halloween week" (I feel like it is a week long holiday of excused candy consumption).
Few articles state how its funny and people can't stop laughing about it... I honestly don't find it hilarious... It felt long, seeing little kids eating "poo-poo" tasting snacks and throwing up and spitting out and asking for water. Like mentioned above, this commercial has very close similarity to AT&T's TV campaigns - brown table, four kids, one male adult talking to kids.

After kids scream and kicks the man, copy comes up on an orange background.... I strongly feel PKT could have made the design much more attractive. Very last frame is cute though...

this WAS the best one out of the 5 commercials Adweek posted for this week, and with Adweek's new way of showing awesome commercials every week, now I can't wait for next week to vote for myself too! Keep posted for next week's best commercial


* if you have extra time, check out pkt's website (www.pkt.com) they have some awesome work that I had no idea about! Super inspirational!