Digitas and Delta Dental Highlights the Power of a Smile

Digitas, the connected marketing agency, in partnership with Delta Dental, is encouraging people to connect with each other with Smiles Matter.

Built for Facebook, Twitter, LinkedIn and broadcast networks, the campaign is a reminder that we can still keep in touch - even while keeping our distance - by smiling to neighbours, coworkers, shop staff and strangers. A smile has also been proven to reduce anxiety and create meaningful connections.

The two 30 and 60-second spots feature smiling images of people in masks, couples laughing while video conferencing, and neighbours waving from their doorsteps and cars, all of which have become familiar scenarios in recent days. Smiles Matter aims to motivate viewers to share their own 'Smile Power', whether they rely on Delta Dental’s services or not, reinforcing that from six feet away, we can still show we are here for one another because we can still share a smile.

“Digitas is proud to work on a campaign that encourages people to support one another in such a simple way during an unpredictable time. 'Smile Power' has been the driving force of Delta Dental’s marketing campaign. When launched in 2019, we used humour to prove the power of a smile." says Mike Frease, executive creative director. "Today, we have changed the tone, but 'Smile Power' is more relevant and more needed than ever. This campaign reinforces Delta Dental’s core DNA of adapting to consumers’ needs at any given time. Our goal with this new work was to be sincere and relatable, while reminding us all about the power of a smile as people adjust to a new normal”.