Dentyne’s recent ad campaign encourages us to “Make Face Time,” taking the social conventions of our constantly plugged-in, mobile-enabled, online lives and puts them back in the context of real life experiences.  By re-imagining the meaning behind the emerging digital lexicon that defines what counts as a relationship these days, the brand is able to send a strong message that establishes their core values while also subtly pushing their product.  After all, who needs to be concerned about a little detail like fresh breath when the bulk of your interactions happen solely online?

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