The Brief
Christmas is about celebration, family get-togethers and indulgence. It’s certainly not a time that people want to be thinking about their oral health, yet this is one of the times when Oral-B sells most of its products. So behind the backdrop of big 'emotional John Lewis' adverts, make Oral-B stand out.
The Insight
We saw that people were craving real Christmas communication, not the superficial; essentially, to tell it like it is. We leveraged social listening tools and discovered most conversations centred on the impending stress of Christmas, e.g. buying presents, receiving bad presents and always having to be nice and smiley (sometimes involving swear words).
The Idea
Oral-B understands that things may not go as planned at Christmas, and are not the images of perfection that much of the media likes to depict. So Oral-B wants to show you a real British Christmas, to make you feel a bit better about yours.
The Results
4.2m views / 9k shares on FB alone, ranking it in the top 20 Christmas adverts by Unruly / average organic view duration of 89% / hundreds of tweets about how this was the first advert they had not skipped on YouTube, and was their favourite Christmas advert that year.
Awards
D&AD Wood Pencil
British Arrows Silver
EPICA - 1 x Silver / 1 x Bronze
Kinsale Sharks - 3 x Bronze
Named in Top 50 ads that year.
