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Digitas and Delta Dental Highlight the Power of a Smile

“Smile Power” has been the driving force of Delta Dental’s marketing campaign...Today, we have changed the tone, but “Smile Power” is more relevant, and more needed, than ever." Mike Frease, Executive Creative Director

Digitas, the Connected Marketing Agency, in partnership with Delta Dental, is encouraging people to connect with each other with Smiles Matter.

Built for FacebookTwitter, LinkedIn and broadcast networks, the campaign is a reminder that we can still keep in touch--even while keeping our distance—by smiling to neighbors, coworkers, grocery clerks, or even strangers. A smile has also been proven to reduce anxiety and create meaningful connections.

The two 30 and 60-second spots feature smiling images of people in masks, couples laughing while video conferencing, and neighbors waving from their doorsteps and cars, all of which have become familiar scenarios in recent days.

Smiles Matter aims to motivate viewers to share their own “Smile Power™”, whether or not they rely on Delta Dental’s services, reinforcing that from six feet away, we can still show we are here for one another because we can still share a smile.

“Digitas is proud to work on a campaign that encourages people to support one another in such a simple way during an unpredictable time," said Mike Frease, Executive Creative Director.  “Smile Power” has been the driving force of Delta Dental’s marketing campaign. When launched in 2019, we used humor to prove the power of a smile. Today, we have changed the tone, but “Smile Power” is more relevant, and more needed, than ever. This campaign reinforces Delta Dental’s core DNA of adapting to consumers’ needs at any given time. Our goal with this new work was to be sincere and relatable, while reminding us all about the power of a smile as people adjust to a new normal."

Digitas is the Connected Marketing Agency, built on the principle that there are better ways for brands to connect with people and people with each other. Leveraging comprehensive data, technology, creative, media and strategy capabilities and a proprietary planning process called North, Digitas delivers ambitious outcomes via connected practices that include Creative + Media Campaigns, Social, Brand Experiences, CRM & Loyalty and Marketing Transformation. A Gartner Magic Quadrant Global Marketing Agency Leader for four consecutive years, Digitas serves the world’s leading brands through a global network comprised of more than 4,000 employees across over 30 countries and 50 offices. For more information visit www.digitas.com, where everything connects.