Tongalers, Colgate needs your help marketing their Sensitive Pro-Relief toothpaste to consumers in Latin America. This healing toothpaste uses Pro-Argin to actually fix tooth sensitivity, not just numb the pain away.

In a previous project, we asked you to come up with some clever taglines for Colgate Sensitive Pro-Relief. Now the brand has chosen two possible directions to move forward with and they’d like to see scripts for each one. Take a look at the following Tagline/Campaign Ideas along with Colgate’s notes:

• Your Teeth Are Talking: If your teeth are talking, they may be telling you about sensitive tooth pain. Well tell your teeth the good news: Colgate Sensitive Pro-Relief is here to take away the pain and repair your sensitive teeth. (See the full write-up here)
  • Colgate’s Notes: We like that this tagline is simple, direct and clearly illustrates what it feels like to have sensitive teeth. It makes a clear connection between mouth pain and teeth health. However, when writing your script, please make sure to position Colgate Sensitive Pro-Relief as the solution to your talking teeth due to it’s more modern technology. Additionally, feedback from focus groups suggests that the idea of teeth literally talking may come across as somewhat juvenile.  Please keep in mind that teeth sensitivity is a frustrating condition and avoid anything that may come across as too childish or minimizes the seriousness of it.

• Newer…And Way Better: Colgate Sensitive Pro-Relief is a whole new way to alleviate tooth pain. Its formula contains Pro-Argin: the most modern solution available for not only numbing pain but also repairing the condition that causes sensitive teeth in the first place. (See the full write-up here)
  • Colgate’s Notes: We like that this tagline communicates that there is a more modern solution for tooth sensitivity. The comparison to other advancements helped consumers to believe that advancements in sensitive toothpaste are also possible.  However, if the comparisons are too abstract, the category connection may be lost.  It’s also important when writing your script to be sure to include an emotional appeal to sensitive tooth sufferers and show empathy for their condition. 

Choose one of the Taglines above and write a script for a fun and engaging 30-second TV commercial to persuade Latin American consumers that Colgate Sensitive Pro-Relief is the superior choice for sensitive teeth. You can write a script for both Taglines if you’d like – just submit multiple times. Check out the objectives section below for more details and go to the Assets tab to read full write-ups for each Tagline/Campaign Idea.

The goal of this project is to write a clever script for a 30-second video that convinces consumers in Latin America that Colgate Sensitive Pro-Relief is the superior choice for sensitive teeth.

Many of the commercials in this category tend to be similar. Colgate’s looking to do something different and distinctive with these new spots. For examples of what not do, check out the previous commercial examples in the Assets tab below.

Colgate also conducted a survey of their target market to discover language about tooth pain that stood out to consumers. Feel free to weave in or be inspired by any of the following phrases when writing your script:

• "Shock to the teeth, like electricity”
• “You need to stop whatever you are doing"
• "You do not know why it appears, nobody explains it to you“
• "The pain dominates you and in a surprising way"
• “The moment I feel sensitivity feels like being slapped”
• “It interrupts my special moments”

NOTE: Sponsor will entitled to a round of revisions on your Script so please be prepared to rewrite your Script in the days after the submission deadline.

--Executional Mandatories: 

• Even though this project is aimed at consumers in Latin America, your Script must be written in English.
• Your Script must find a way to work in the Tagline. Choose the Tagline you are using in your Script from the dropdown menu when submitting.
• Your Script should not make any direct references to competitors’ products.
• Your Script must be for a 30-second video.
• You must upload your Script in both PDF format and the original Final Draft, Word or text file you used to write it. There will be a prompt for each on the submission form.

--Tone: Optimistic, vibrant, positive. Humor is great but never at someone’s expense.

This Project will be worth a total of $6,000 and consists of a Script Phase.  Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: SCRIPT – Give us your Script for a 30-second video for Colgate. You must upload your Script in both PDF format and the original Final Draft, Word or text file you used to write it. Script winners will receive $1,000 each. 

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

6. Limit 5 submissions per member, per Phase.

7. You must be at least thirteen (13) years or older to enter.

8. Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

9. Winners must complete the standard Tongal W-9, Winner Affidavit, and IP Assignment.

10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.