A Philips Sonicare Ad That Was 5,000 Years in the Making

Still using that old toothbrush, caveman?

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IDEA: You're an intelligent, civilized human who enjoys all the efficiencies of modern life. So why do you use knuckledragging technology to clean your teeth? That's Philips Sonicare's question to its target market. "They've taken the technological leap in every other aspect of their lives, but they're still using a stick with bristles for a toothbrush," said Calle Sjoenell, chief creative officer at Ogilvy & Mather in New York.

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