Lacalut

Double benefit, on the home screen.

Growth & Content
Photo & Video

Toothpaste, Lacalut White & Repair
Romania · 2026
Smart TV ads, motion

Two promises in one name

Lacalut White & Repair carries two promises in its name: white and repair. The Romanian line for it says the same thing in four words, “Beneficiu dublu pentru dinții tăi!”, a double benefit for your teeth.

The campaign was made for LG Smart TV home screens. The formats there are fixed and small: a 300 x 250 tile, a 970 x 250 strip, a 1440 x 1080 wedge with a slanted edge.

One picture had to work in all of them, still and in motion.

Red and white, split down the middle

The layouts borrow the logo's own colours. Red carries the line, white carries the name, and the woman in the red dress links the two. Every format is cut from that one picture.

4 formats from one picture: tile, strip, wedge and a 15-second banner Drop for more

Smart TVads

Three still formats for LG home screens. The 300 x 250 home launcher stacks two rows: the double benefit in white on red over the tube, then the logo on white with the same smile. The 970 x 250 banner runs face, line and logo in one strip. The wedge folds it all into a slanted card.

Home launcher
Banner
Wedge

Home launcher, 300 x 250, and wedge, 1440 x 1080

Banner, 970 x 250

Inmotion

A 15-second animated banner, 1920 x 496. The logo and the line stay on the left, a QR code and lacalut.ro on the right. In the middle the woman smiles, holds up the tube, and a white texture carries the second line: “Pentru dinți sănătoși, puternici de un alb natural.”

Animated banner
15 seconds
1920 x 496

15 seconds, on loop

Samesystem

The same set of formats went to Maximag Bisglicinat, a magnesium supplement from the same client. Same grid, same split, its own colours, navy, red and white, and its own line: “Agitație: OFF. Relaxare: ON.”