A Trashed Nightclub Transforms by Night in Beldent's Classy Spot For Argentina

Ad by Conill Perfectly Captures That Morning After Feeling

By Alexandra Jardine. Published on Sep 17, 2015

Editor's Pick

This beautifully-filmed ad for Mondelez-owned chewing gum brand Beldent (the Argentine name for Trident) centers on the morning detritus of an empty club, trashed by an evening's partying. Our narrator describes (and we see) the sticky floors, ripped chairs, broken glitter balls and abandoned glasses -- and the combination perfectly captures that "morning after" feeling. But, as a young man in a hoody walks into the club, it's once again transformed into a wild and hedonistic party venue.

More classy and edgy than your typical confectionery ad, the spot promotes mint-flavored Beldent Infinit, which we finally see our protagonist popping -- the idea is that the club is transformed by the "infinite night."

Directed by Nico Kasakoff of Nunchaku, the Beldent Infinit film will run in Argentina and was conceived by a team led by Javier Campopiano, who is chief creative officer of both Saatchi & Saatchi's U.S. Hispanic shop Conill and Saatchi & Saatchi Latin America. Beldent is a longtime Saatchi client.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Sep 17, 2015
SVP, Chief Creative Officer:
Javier Campopiano
VP of Executive Creative Direction:
Hernan Cerdeiro
VP, Director of Integrated Production:
Rodrigo Vargas
Associate Creative Director:
Hernan Pettinaroli
Associate Creative Director:
Juan Cruz Vassallo
Regional Account Director:
Federico Erhart
Regional Creative Manager:
Maru Sokolowski
Regional Creative Assistant:
Jacqueline Oliva
Project Management:
Katia Quiñones
Agency Producer:
Yamila Achkar
Production Company:
Nico Kasakoff
Executive Producer:
Claudio Pastorino
Executive Producer:
Juan Manuel Menvielle
Leo Hermo
Production Manager:
German Sanchez
Assistant Director:
Lorena Contardo
Art Director:
Magdalena Arrieta
Wardrobe Stylist:
Maximiliano Patko
Natalia Loiacono
Julián Castro
Post Producer:
Lula Meliche
Post Producer:
Ignacio Parodis
Post Production House:
Mate Post
Sound Design:
Porta Estudio
Animal Music

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.