Arm & Hammer

Campaign - TVC

The brief for Arm & Hammer was a bit of dream – cut through the boring tropes of toothpaste advertising and wake up customers, who were otherwise sleepwalking toward their usual purchase. A dream brief, because the opposite of “boring” is ‘fun’ and fun means go nuts, right? Right, but what’s fun about toothpaste? Arm & Hammer is a little different – it tastes funny, because it’s full of baking soda; and that feels odd in your mouth. Celebrating what makes the brand’s numerous products different is a platform which Media Therapy have developed over the years, one which we jumped right off for 2015, launching ‘Experience the Exceptional’ as a brand proposition whilst developing a series of three television commercials as well as in-store promotional amplification and a supporting social media campaignThe idea that ‘your toothpaste is boring’ was expressed either directly, literally as a statement, particularly in-store, where we knew those somnambulist consumers would be headed toward another Colgate purchase – or, as we did with the TV spots, through showing that it could be possible that a toothpaste might offer something different; “does your toothpaste make you feel like this?”.We were confident that our choice of director, Kate Moross, could deliver ‘something different’ – as well as a breadth of experience working with major brands in her unique style as designer, illustrator and director. First in the category to draw influence from both Anchorman and Hayao Miyazaki; just imagine the pre-production meeting.

With creative partner Max Wilson . Art Direction & Copywriting - Concept & Development: DMH & Max . Creative Direction: Howard Fretton 

Director - Animation - Illustration: Kate Moros . Production: My Accomplice

BTS photos