Quip, the DTC toothbrush and oral care brand, this week launched its first campaign with Mother LA, which won agency of record status in March.
The marketing push pokes fun at bad habits and that while "we can't save us from ourselves," Quip "can save your teeth from you."
The campaign consists of four 15-second videos of people putting themselves in wildly unfortunate situations before the tagline (above) appears on-screen as elevator music plays in the background. The spots are the first work under the brand's new platform, “human-proof oral care.” The campaign will run on TV, social and digital.
The campaign is also the first work under the brand's new platform, “human-proof oral care.”
One spot shows a woman who pulled into a gas station with her gas tank on the opposite side. Instead of turning around, she decides to yank the gas hose across her vehicle in order to pump it, which, of course, fails. Another includes a man trying to carry all of his grocery bags inside in one trip but ends up struggling to pick up his mail on the ground. The last two feature a woman throwing a blanket up on a shelf instead of using the footstool next to her, while the other includes a man aggressively pushing a couch into the back of a car, even though it doesn't fit.
“Quip is a company that makes products to encourage good habits, and the only thing getting in the way of those habits is the humans who don’t listen to them,” Simon Bruyn, executive creative director at Mother LA said in a statement. “We wanted to make a campaign that celebrated how these products could help you with the thing that gets in the way of great dental hygiene, you.”
Eighty percent of people still use a manual toothbrush and around 30% don’t brush their teeth twice a day, according to the brand.