Ad Zack McDonald Likes

My favourite ad running in 2019 was created in 1909. It’s the most gorgeous piece of “out of home” in the world: the Stomatol Sign that sits on the skyline of the island of Södermalm in Stockholm, Sweden. 

According to Wikipedia, the sign which advertises toothpaste is Sweden’s first animated commercial display, and the oldest one still working in the entire country. It’s a beauty. With a lovely handmade quality to it that renders it timeless. Sure, it may have been made in the early 1900s but it could easily be a prop from Wes Anderson’s next film. Did I mention it lights up at night? It’s just fantastic.

Nearly a decade after first visiting Stockholm for a work trip, I found myself living on the same island as the Stomatol Sign. For the first time, I was in the position of needing to purchase toothpaste in Sweden. So, naturally, I bought a tube of Stomatol. 

The ad worked.

Zack McDonald is Creative Director at B-Reel Stockholm, Sweden


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