The whole tooth

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.