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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. The manual toothbrush may still work fine for some, but Sonicare paints it as comically outdated in this 75-second spot, which literally pulls a man through history as he brainlessly scrubs away, from caveman times to now.
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