It’s always good when a long-term client looks for a new creative direction and we’re asked to be a part of it.
For this new campaign for Oral B our friends at Saatchi & Saatchi PG ONE wanted a lighter, fresher feel with a concise contemporary message: forget piles of self-help books to make life and health better - just ‘change one thing.’ A young woman returns from the gym with that message from her trainer: and tells us that’s just what her dentist said too - a switch to an Oral B Genius electric toothbrush, with smart Gum Pressure Control technology.
The new ad is shot by Tim Gibbs at Fresh Film and delivers a natural relaxed feel - all about living life not stressing complex ‘product benefits.’ This was going to require a different musical approach to previous Oral B campaigns - so we started a collaborative process with the agency to explore various directions, using a combination of current artist reference tracks and our own ideas. This helped refine the brief and get the client fully onboard before submitting original compositions. Our track needed to be fresh, natural and modern - as if straight from the woman's playlist - whilst building through to a resolve with plenty of energy.
We developed a selection of musical routes and in the end it was a track by Head Composer Paul that nailed the brief, with a distinctive electric guitar intro full of tone and character breaking into a strong groove and hooky chorus. Agency and client are both thrilled with the final film which had its first UK network TV airdate on August 1st.