Lowe Sinks Teeth Into Oral-B Ads

Lowe & Partners/SMS’ global branding campaign for Oral-B Laboratories avoids clinical demonstrations and talking-head endorsements–common conventions in toothbrush ads–and refrains even from showing the product.
The agency has opted instead for stylish portraits of Oral-B users scored with the old Bobby Darin song, “More.”
Four TV spots, in both 30- and 15-second executions, show team pictures of “like-minded” folk such as surfers, firefighters, ballerinas, bagpipers and soccer players, all identified by captions such as, “More soccer players use an Oral-B toothbrush.