I love Dentyne’s contrarian “Face Time” campaign. It leverages the current obsession with Facebook and virtual friending to make a point about the importance of face-to-face encounters. When first launched, the campaign included TV, a web site and remarkably, no NO Facebook group or application I could find! In fact the web site only gives you 3 minutes to find what you want and get out.

Last night, a new ‘Face Time’ commercial on The Colbert Report caught my attention. It features a charming couple who can’t stop kissing. Adorable. And it makes the point: kissing is fun, do it more often (with Dentyne)! (I can’t find the new spot on YouTube or I would have inserted it here).

I was pleased to see Millennials, not just boomers like me, enjoy this campaign. Adrienne Waldo, creator of the blog AskAMillennial, says she likes it for being ‘genuine’ and ‘happy’ (how Millennial of her!):

“I am absolutely crazy about the most recent Dentyne campaign.It is fun, warm, unique and targets Millennials without being patronizing. I think the essential goodness of this campaign comes from its genuine nature. ..The commercial ties in well with the print. The song selection, “Summer Day” by Coconut Records, comes across pleasantly quirky, the setting is beautiful, and the whole thing leaves me feeling happy.”