Is Killing Bacteria a Sin? This Wacky Toothpaste Ad Gets Philosophical

Nawin Consultant, the agency founded by former Saatchi & Saatchi Bangkok creative leader Golf Nuntawat Chaipornkaew, has created this philosophical spot for Thai brand Doctor V Toothpaste.

Highlighting the anti-bacterial qualities of the toothpaste, thanks to its special ingredient  Propolis, the add takes a light-hearted look at the ethics of killing off bacteria. A young woman stares in consternation at the camera, unsure whether or not it is moral to use such a product and a cross-section of Thai society chips in with their point of view. The ad ends with a shrug – whether or not killing bacteria is ‘sinful’, the product, it says, works.

It’s a creative approach that taps into local cultural insights with lashings of silly humour. The spot was directed by Anupron Pankeauw and produced by Nawin Film, an offshoot of Nawin Consultant.