Unraveling of a ‘What The Black’ Mystery

Ah, I wrote ‘black things I would still like to buy‘ and mentioned that it was part of #WhatTheBlack activity. Now that promo is over, it is time to unravel.

An aside: This reminded me of a dialog (though it is not quite the same thing) from the movie ‘Prestige’: Every great magic trick consists of three parts or acts. The first part is called “The Pledge”. The magician shows you something ordinary: a deck of cards, a bird or a man. He shows you this object. Perhaps he asks you to inspect it to see if it is indeed real, unaltered, normal. But of course… it probably isn’t. The second act is called “The Turn”. The magician takes the ordinary something and makes it do something extraordinary. Now you’re looking for the secret… but you won’t find it, because of course you’re not really looking. You don’t really want to know. You want to be fooled. But you wouldn’t clap yet. Because making something disappear isn’t enough; you have to bring it back. That’s why every magic trick has a third act, the hardest part, the part we call “The Prestige”.

#WhatTheBlack was an interesting campaign around the theme of colour black which resonated with me, and few small things that indicate beginnings or begin our morning literally. It was an interesting campaign to build a mystery, pique your curiosity just enough to wait for next day’s clues. Frankly I couldn’t; I could have guessed the product. Here are all the ‘clue’ pics:

Day 1 – A black egg, you break it to find a rock, solid chocolate 🙂 Egg is symbol of beginnings.

Day1_1Day_1_2

Day 2 – Black newspaper, a thing you begin your mornings with

Day 2

Day 3 – a black tissue paper, a black glass (presumably for coffee) and an empty

Day_3_1

Final unravel – Tada!

This is what the #WHATTHEBLACK product is: COLGATE SlimSoft Charcoal toothbrush.

prize

You can find more about this special toothbrush here.

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