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Sonicare no longer believes in the tooth fairy.
After shifting ad agencies, the upscale power-toothbrush brand has ousted the tooth-fairy character—a middle-aged man with pink wings and a tutu—and shifted the focus to the technology behind the product.
The work is the first from D’Arcy Masius Benton & Bowles for Philips Oral Healthcare, whose Sonicare product is one of the most expensive power toothbrushes on the market. The shop won the account in November, taking over for Goodby, Silverstein & Partners in San Francisco.
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