Ever felt like your braces are taking the attention away from your smile? Toothsi by makeO’s latest television commercial has tapped right into the feeling. Business conferences, weddings to birthday parties, their ad campaign uses multiple scenarios to highlight the need for their flagship product – invisible teeth aligners.
Created for Toothsi by ad agency The Germ, it’s over a minute long and opens with a woman entering a business meeting. She is warmly greeted until her braces draw everyone’s attention. She vanishes, only leaving her dentures with braces hanging in the air. The scene shifts to a wedding, where the groom’s body disappears and the bride stares at his braces hauntingly. Same thing happens to a girl at a birthday party and a man out on a date in the next scenes.
Cut to the groom at a toothsi clinic. The voiceover plays, “Jab braces visible, tab aap not visible” (When braces are visible, you are not).”
In the next scene, one by one, everyone puts on toothsi aligners. Promising guaranteed results, a voice in the background declares, “Ab braces gayab, aap nahi” (Now braces disappear, not you).”
Highlighting how their transparent and modern braces can shift the focus back to one’s personality, toothsi masterfully introduced its product as a discreet and effective alternative for straightening misaligned teeth.
The writing of the ad is crisp and the storytelling is undeniably powerful. There is a seamless flow from one scenario to the next, with no unnecessary distractions or hurried transitions.
The advertisement keeps the audience engaged through a carefully crafted narrative that unfolds with precision, ensuring that viewers remain captivated till the end.
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Spilling creativity
The commercial’s use of humour is a stroke of brilliance. By presenting familiar situations that people with braces often encounter in a light-hearted and amusing manner, it strikes a chord with the target audience at a personal level.
And disguised under this humour is a clear attempt to tickle our insecurities—about the way we look when we smile. It’s the commercial’s fun quotient that coats this crude reality many people don’t want to encounter. However, the ad quickly moves to offer the solution, pacifying the audience’s fear.
It not only adds an element of entertainment but also fosters a sense of relatability and connection, making the commercial memorable and impactful.
The commercial has garnered more than 20.7 million views on Instagram and is receiving an overflow of praise in the comment section of its YouTube video.
The brand’s message is simple and straightforward.
The advertisement picks relatable characters to reach out to the cohort it is targeting. Of the three scenarios chosen in the commercial, two involve adults—one at a wedding, the other a corporate employee ready to make a presentation. It’s not the conventional age group typically seeking tooth alignment. Invisible aligners are an expensive option compared to the traditional ones. It’s something only young individuals with their own money would go for. At least, that’s the assumption the brand seems to make. And it’s commercial is ably toeing that line.
Views are personal.
(Edited by Ratan Priya)