The Future of Brushing
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| Industry: | Beauty & Health |
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| Media: | TV & Cinema |
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| Move over, Uber, and tell Grubhub the news: The latest thing in delivery involves on-demand mobile brush, rinse and floss stations. Advertising agency Humanaut is introducing their first campaign for hello®, one of the fastest-growing oral care brands in the US, by launching a new mobile mouth-care service called Spyt (pronounced spit). Spyt delivers “everything including the bathroom sink” to brushers on the go, including naturally friendlyTM hello® toothpaste, toothbrushes, mouthwash and floss. The fully functional, tile-lined sinks are mounted onto the back of a fleet of electric scooters. The campaign was teased last week with an invite-only test of the service in NYC. The first lucky customers shared their first time experiences brushing and “spyting” in public with followers on Instagram using #helloSpyt. The launch coincided with OOH subway ads in NYC featuring hello®’s new campaign line “The Future of Brushing” and is now being followed by a paid media campaign on Facebook, Instagram, YouTube and Hulu. The long-form video, which Humanaut edited into :30, :15 and 6-second executions, features a friendly Spyt scooter driver pulling up to cafés, parks and other spots where folks have called for a Spyt scooter stocked with hello® products. The videos highlight hello®’s refreshingly modern ingredients such as farm-grown mint, activated charcoal and hemp seed oil. “hello® is already the most innovative brand in the toothpaste aisle,” said David Littlejohn, Humanaut chief creative director. “With this campaign, we wanted to catapult hello® even farther ahead of the competition by innovating the entire brushing experience and reaching our audience with a more modern media vehicle, literally.” Humanaut was also responsible for designing the electric Spyt scooters, uniform, logo and service experience. While Spyt has only been tested in NYC, it will roll out to additional urban locations, festivals and events later this year. The breakthrough service will remain invite-only while in testing, but people can join the waitlist at spyt.com to stay in the loop about future Spyt-enabled locations and offerings. |
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| Other credit: | Chief Creative Director: David Littlejohn Chief Strategy Officer: Andrew Clark Director of Content: Dan Jacobs Director of Production: Tommy Wilson Creative Producer: Maggie Baynham Motion Graphics: Victor Tyler Color: Annie Huntington |
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