Philips Sonicare : Stick With Technology

What are you, a neanderthal or something?

Published On
Nov 11, 2012

Editor's Pick

Why, at a time when human beings have evolved to such high degrees of technological innovation, do we continue to scour our teeth with what is essentially a stick with bristles on it -- a 5,000 year old technology that predates writing? Ogilvy & Mather and Brand New School use some nice effects to make a point about our disastrously primeval tooth-cleaning habits, for Philips Sonicare. The voiceover, which is very pointed and the tiniest bit snarky, lends a nice air of persuasion to the entire thing.

The campaign includes an integrated Facebook page that will post videos and photos, as well as a live Twitter feed of comments from customers about their experiences with the Phillips Sonicare line. The film, directed by Brand New School's Jonathan Notaro, will be on the Facebook page as well. It was shot on location in Budapest, by tying the actor to a dolly and "dragging" him through time through constructed sets, while the wardrobe was changed using green-screen animation on mannequins.


Nov 12, 2012
Ogilvy & Mather
Executive Creative Director/Production:
Jason Marks
Executive Creative Director/Production:
Craig Mannion
Art Director:
Lucas Camargo
Art Director:
Lukas Lund
Art Director:
Andreas Hoff
Managing Director:
Kathleen Gareiss
Production Company:
Brand New School
Jonathan Notaro
Executive Producer:
Devin Brook
Director, Photography:
Tommy Wildner
Post Producer:
Brand New School
Company 3
Tom Poole
Sound Design:
Sound Design:
Stephen Dewey
Philips Sonicare
Philips Sonicare
Senior Producer:
Sarissa Karbach
Senior Producer:
Amy Chuang

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