The Challenge

The new Sonicare Prestige 9900 deserved an exceptional launch on social to rival the market leader. Oral care ads are formulaic and push perfection. Pearly whites are one more thing to feel insecure about.

We wanted to land a human connection with our audience. They want reality. They want to see a legitimate story from a person with an honest take.


Our audience (25+ adults) wasn’t going to stop scrolling for another typical toothbrush ad. So we weren’t going to recreate one for the small screen. The Sonicare Prestige 9900 reaches deeper and that’s what we needed to do too. Philips was bold enough to put a diverse group of creators in the message - people you wouldn’t normally see in toothbrush commercials. They would reveal their personal reasons to smile and evoke our audience to explore their own.
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We curated four diverse creators who emanated positivity despite societal pressures to conform to traditional beauty ideals. We showcased a non-binary identity activist, a body positivity pioneer, an acne proud ‘skinfluencer’, and a mental health and self-love protestor. They told us what makes them smile and it was definitely contagious…

Stats & sentiment

People reached
Click throughs
Speech Bubble

Real Comments

I have acne on my chin so smiling used to make me conscious but seeing stuff like this makes me feel better! Go queen!
This is so empowering ❤️
Love this so much! Loved watching you smile, radiating so much positive energy!
Girl yes  ❤️ ❤️ ❤️ ❤️ never wanted to buy a toothbrush so bad 😍
@madelinejhall the message behind this ad was to unmask your smile. And for me any company/media that is encouraging people to be themselves and celebrate their differences is a much healthier way to sell products without convincing the consumer that they have a problem that needs to be fixed.
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