Ogilvy New York Dances for Philips Sonicare

By Erik Oster 

Ogilvy & Mather New York developed a new campaign for Philips Sonicare highlighting the short-term benefits of switching to an electronic toothbrush, entitled “Like You’ve Never Felt Before.”

The spot shows Sonicare users so happy that they’re dancing along with the toothbrush, which can be seen doing some moves of its own thanks to its 62,000 brush movements per minute. Based on an insight that “65% of Americans are still using manual toothbrushes, simply because they think they are good enough to get the job done and are unaware of the short-term benefits of electronic toothbrushes” the spot attempts to show the elated reactions of those making the switch, promising a clean “like you’ve never felt before” and “healthier gums in just two weeks.” As a whole the, “Like You’ve Never Felt Before” campaign is focused on convincing users of manual toothbrushes to make the switch to Philips Sonicare, highlighting short-term rather than long-term benefits. It’s hard to make dental care attention-grabbing or memorable, but the spot at least finds a creative and relevant way to show the product’s benefits.


Senior Partner, Group Creative Director – Victoria Azarian
Senior Copywriter – Parker Sims
Copywriter – Allison Lackey

Account Management
Senior Partner, Managing Director – Spencer Osborn
Executive Group Director – Gosia Plewako, Jennifer Natuzzi
Account Supervisor – Justin Cohen
Assistant Account Executive – Kyle Hodgkins

Group Planning Director – Kirsten Miller
Senior Planner – Ned Sonnenschein

Business Affairs
Business Manager – Lisa Rosario
Producer – Sarissa Karnbach
Music Production Coordinator – Karl Westman, Michael Freeman

Production: The Sweetshop
Director:  Kathi Prosser

Cosmo Street – Editorial Company
Editor: Mark Potter
Assistant Editor: Jon Allen
Producer: Anne Lai
EP: Maura Woodward

Switch FX– Graphics / Visual Effects
Lead Flame Artist: Jon Magel
Flame Artist: Andrew Rea
Producer: Cara Flynn
EP: Diana Dayrit

Heard City – Audio
Audio Engineer: Keith Reynaud

Nice Shoes
Colorist: Chris Ryan