Meet the Metal Band 'Mölar' in Delta Dental's Campaign from Digitas Chicago

Digitas and Delta Dental have teamed up to launch a fun new campaign, 'Long Live Smile Power', showcasing that having dental insurance and a healthy smile is for everyone - even rock stars on the go. 

The campaign centres on a metal band’s photo shoot to promote its upcoming tour. While the photographer directs them to look menacing to align with their musical image, the band members can’t stop beaming, showing off their smiles—because they’re now covered by Delta Dental. 

The campaign, which is running across channels, including TV/OLV, social media, display, radio, and print, communicates that no matter where you go or what you do, you can get coverage. Even if you don’t work a traditional 9-5, you’ve moved cities, changed jobs, or are retired, Delta Dental has you covered and is available to people from all walks of life.

“We understand that people in all life stages are looking for peace of mind when it comes to enriching their overall health,” said André Richards, VP, brand strategy and management, Delta Dental Plans Association. “Delta Dental is committed to meeting those needs and providing everyone with a healthy smile. Through big and bold humor, ‘Long Live Smile Power’ upholds that assurance and shows what’s possible, wherever life takes you, when you’re covered.”  

Tim Mattimore, ECD Digitas Chicago, said: “Our new work centers around a metal band, who see the world in a different light after getting dental insurance that can cover their needs no matter where they go. The mockumentary-style campaign follows this band as they finally spread their wings and hit the road after years of uncertainty. We’re thrilled to partner with Delta Dental on this ambitious and breakthrough work.”