The whole tooth

24.04.2017 Advertising : Animation : Storytelling
An Inconvenient Tooth by Hello and 72andSunny, US

US – Hello has launched a playful campaign to promote its new all-natural, chemical-free toothpaste product.

  • The natural beauty sector is experiencing rapid growth driven by ethically minded consumers who are increasingly aware of the negative effect of chemicals and synthetics on the body
  • Created by agency 72andSunny, the two-minute animated short takes a tongue-in-cheek approach to educating consumers about potentially harmful ingredients used in certain toothpaste products

The ad depicts a character named Toothy as he reveals a series of inconvenient truths about potentially harmful ingredients used in toothpaste products such as synthetic dying agents and propylene glycol, which in its industrial-grade form is used to de-ice airplanes.

Styled after public service cartoons from the 1950s, the ad contrasts with traditional pharmaceutical product campaigns, which rely heavily on post-production and endorsements. ‘This powerful message coming from a familiar face with a big personality is a great way to start an ingredient conversation in a fun and educational tone,’ explains Joshua Nafman, vice-president of marketing at Hello.

The Big Picture

Storytelling is an increasingly important tool for brands hoping to capture the hearts and minds of consumers. For more on this see our Opinion piece.