Creativity

Johnson & Johnson: Mr. Reach in the Mouth of Mystery

A globe-trotting animated adventure filled with mystery, romance and...toothbrushes? When it comes to Fuel Industries' new online advergame for Johnson & Johnson, it's a "reach" in name only. Designed to showcase

Published on Dec 12, 2006

Editor's Pick

A globe-trotting animated adventure filled with mystery, romance and...toothbrushes? When it comes to Fuel Industries' new online advergame for Johnson & Johnson, it's a "reach" in name only. Designed to showcase the Reach line of dental products, "Mr. Reach: In the Mouth of Mystery" stars the famous icon with the flip-top head who first shilled for the brand in a series of TV spots from the '80s and '90s. "He's lovable and has an evergreen personality—here, we've him thrown into a Hardy Boys-meets-Da Vinci Code situation, which fits him fairly well," laughs director of creative strategy Sean MacPhedran. "You can place him into almost any story and know his personality is going to express that innocent happiness that everyone can identify with from childhood."

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About

Credits

Date
Dec 12, 2006
Creative Director:
Sean MacPhedran
Copywriter:
Tim Bacon
Copywriter:
Paul Green
Agency:
Fuel Industries
Client:
Johnson & Johnson

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