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March 26, 2015
Ads That Portray Those Awkward Moments
Sometimes a "slice-of-life" ad can really do the trick. When brands can tie themselves to everyday moments that the consumer experiences, a real connection can be made.

What has been happening more recently, though, is that brands are showcasing those moments we are a tad bit vulnerable in and showing that we can be more confident in those moments with the brand's assistance.

Take the new Listerine ads. With the help of JWT Sao Paulo, the brand is letting us know that a nice, clean smile can get us through the most awkward moments.

Sometimes, all you can do is smile.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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