D'Arcy Switches Sonicare Ads' Focus to Technology

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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.

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