Hello Oral Care's TV Spot is Strangely Likeable

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Humanaut launched the multi spot campaign directed by Dan Jacobs
Hello Oral Care's TV Spot is Strangely Likeable

Humanaut has just launched a new ad campaign for oral care client hello products, one of the fastest growing oral care brands in the US. The brand’s distinct ‘naturally friendly’ lifestyle positioning has strong appeal among younger consumers and across broad segments. hello’s product line up includes adult and kids toothpaste, mouth rinse, toothbrushes and floss. The brand is sold primarily in food, drug, and mass retailers and online. This is the first national TV advertising for hello, which was acquired by Colgate-Palmolive early this year. 

The oral care category is known for being somewhat bland, clinical and a bit underwhelming when it comes to design and ingredients inspired by nature. The ‘Strangely Likeable’ campaign goes so far as to suggest that it’s actually a new and somewhat strange feeling for anyone to actually like their toothpaste. 

Humanaut created five humorously voyeuristic ads for hello, including one 30-second spot and four 15s. Some show a succession of people going through the daily ritual of brushing their teeth at their bathroom sinks. Midway through, their expressions change, as if each is undergoing some kind of revelation. “With naturally friendly and effective ingredients like farm grown mint, people are experiencing the strange feeling of actually liking their toothpaste,” a female narrator explains as they mug into their mirrors. ‘Hello,’ one ad tags, as the voiceover switches to whisper mode. “Strangely Likeable Toothpaste.”

Other executions focus on specific scenarios involving couples, a dad and his young kids, and college students, and highlight a specific hello product feature such as vegan ingredients, innovative crinkle-free package design, activated charcoal, or kid-friendly flavours like wild strawberry and watermelon. 

The spots will debut March 30th on top-rated national cable TV networks and shows that attract women ages 25 to 54. Buys include premiere units in ‘Keeping Up With the Kardashians’ on E! and ‘90 Day Fiance’ (TLC) along with slots on Nick Jr, OWN, WeTV, LMN (Lifetime Movie Network), Lifetime, Bravo, and Oxygen. The campaign will also target programmatic and OTT channels including Hulu and Amazon Prime, as well as digital (YouTube) and social channels (Facebook, Instagram). The work will begin running online March 23rd.

“This category was long overdue for a more human approach,” said Humanaut founder and chief creative director, David Littlejohn. “Hello makes better-tasting products that are vegan and effective with beautifully designed, crinkle-free tubes, and their brushers are having this new experience of actually enjoying the toothpaste,” David continued. “These spots bring to life that weird moment of discovery and the idea that people - even kids - look forward to brushing.” Delicious, vegan, effective products with thoughtful ingredients and gorgeous tubes have created a cult-like following for the personal care brand: People started posting selfies on Instagram with hello tubes and writing five-star reviews of its products.

“We put a lot of thought about everything else we put in our mouth, but why not our toothpaste?” asked Craig Dubitsky, the friendly founder of hello. “This year we’re introducing ingredients you never thought you’d see in toothpaste like white turmeric and matcha green tea, a line of CBD oral care products, and even toothpaste in chewable tablet form that comes in sustainable, plastic-free packaging.” 

‘Strangely Likeable’ is Humanaut’s second campaign for the client. The first was last year’s Spyt (‘pronounced ‘spit’) campaign, an awareness and buzz-building activation that allowed people to use their mobile phones to summon hello’s mobile brushing stations on scooters via social media in certain metros.


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Agency

Advertising Agency: Humanaut, Chattanooga, TN (USA)

Chief Creative Director: David Littlejohn

Chief Strategy Officer: Andrew Clark

Executive Producer: Tommy Wilson

Associate Creative Director: Bethany Maxfield

Copywriters: Austin Howe, Emily DeMario

Art Director: Steven Preisman

Senior Designer: Jen Rezac

Brand Producer : Fritsl Butler

Associate Creative Producer: Rachel Bohanon

 

Client: hello Products

Production

Production Company: Humanaut

Director: Dan Jacobs

Senior Art Director: Carrie Warren

Producer: Alvaro Donado

Associate Producer: Thomas Stroud

Production Coordinator: Rosie Graber

Director of Photography: Matthew Shroeder

Photographer: Tyler Oxendine

 
Post Production 

Post Production: Humanaut

Post Producer: Kyler Potter

Editor: Tyler Beasley

Color: Annie Huntington

Sound: Daniel Cooper

 

Genres: Comedy, People

Categories: Dental Care, Beauty & Health

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