Oral health brand TePe is making its TV advertising debut, showing interdental cleaning not as an optional extra, but as an essential step for achieving a truly healthy smile.
The campaign is part of the brand’s Little Habits That Last a Lifetime activity and builds on its OOH ads, including the Find the Gap initiative that ran across London Tube Stations in 2023.
The Swedish-founded, UK-established oral care brand, best known for its interdental brushes, has created a playful ad highlighting that brushing alone only cleans 60% of the tooth surface – leaving 40% untouched.
Developed with agency Bray Leino, the creative uses “humorous visuals” to underline the message: a man with only 60% of his beard shaved and a woman with lipstick applied to half her lips illustrate the ineffectiveness of doing a job halfway.
With TePe’s signature bold colours and supportive tone, the ad spotlights the TePe Interdental Brush as being the key to completing the job 100%.
The ad will air exclusively on ITV until October 26, as part of the broadcaster’s Backing Business campaign, with spots during prime-time quiz shows and family films. It will run across ITV Central, ITV Wales and ITV WCTV, with extended coverage on ITV HTV West, where TePe’s UK headquarters are based.
It will be supported by YouTube, London Underground, digital programmatic and a regional bus campaign in Yorkshire.
The campaign will also be brought to life across social and PR channels, with a blend of earned media and influencer strategy aimed at reaching wider audiences.
TePe general manager Rob Bartlett said: “TePe is entering a new era with the launch of our first TV campaign. Our mission has always been to educate people on the benefits of cleaning their teeth completely – and that includes cleaning between the teeth.
“Too often, interdental cleaning is seen as something extra, rather than an essential part of oral care. Our campaign brings that message to life in a bold, playful way, supporting people on their journey to a fully clean smile.”
ITV business development director Jason Spencer said: “I’m thrilled to be launching TePe’s new ad campaign and helping the brand connect with millions via the power of TV advertising.
“The very first ad shown on ITV back in 1955 was for toothpaste so it seems fitting that, while celebrating our 70th birthday, ITV is still bringing leading oral health brands onto TV for the first time.”
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