The Brief

Trigger irrational desire. Communicate the novelty of SONOS technology, while showing the superior design and exclusive features. Build on existing equity and strengthen performance.

The core of SONOS is to restage the Oral-B Power brand in a way that creates unreasonable desire, by creating a holistic menu of assets that changes the perception of Oral-B among Dental Professionals and consumers – from the serious, reliable, “tractor” sounding brush to the design-led, most technologically advanced Power toothbrush.

E-Commerce Video

E-Commerce is a huge component of Oral-B sales. The client needed 3 videos for 3 separate brush series. Each brush series has their own unique features and they all needed to be mentioned. Each video needed to do 5 things; hero the product, show how it works (and why it’s good), brand it, use real people in a real environment, and keep it simple.