Oral-B drills into content via first partnership with Channel 4

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by Mark Johnson

Channel 4 and Oral-B have launched a bespoke ad campaign hosted by TV and Radio presenter Gemma Cairney, featuring faces of some of the broadcaster’s best loved shows putting their teeth to the test.

The campaign represents the brand’s first partnership with Channel 4 and launched on-air on Thursday 12 September ahead of First Dates Hotel.

Distinct ads 

Three distinct ads see cast members from First Dates, Celebs Go Dating and Hollyoaks each with white, seemingly healthy teeth take a disclosure tablet to expose how much plaque remains on their teeth after brushing.

In a head to head challenge, one of the celebrities uses a manual toothbrush and the other an electric – with the competition crowning the electric toothbrush as the clear winner for plaque removal. 

The campaign’s objective is to persuade viewers to switch to using an electric toothbrush for a whiter, healthier smile.

Cast of shows star in ads  

The launch ad stars First Dates’ waiting staff Laura Trott and Grand Urquhart with further ads to come featuring Celebs Go Dating agents Anna Williamson and Paul Carrick Brunson and receptionist Tom Read Wilson, as well as Hollyoaks’ Niamh Blackshaw and Ijaz Rama. 

They will run across Channel 4, E4 and All 4 until next summer.

Campaign demographics

The campaign aims to reach younger viewers and taps into Channel 4’s unique appeal to 16-34 year old viewers using talent from shows that attract particularly strong audiences among this demographic.

The idea was developed through 4Sales’ creative arm PL4Y. Bullion Productions are responsible for producing the creative and 4Sales and Oral-B’s media agency Publics’ PGOne brokered the partnership.

Angus Mitchell, Agency & Client Sales Leader, Channel 4 said: “We’re really proud of this first collaboration with Oral-B, sharing our talent with proven appeal to young viewers to demonstrate the brand’s message in a fun and engaging way.”

Adam Parker, Marketing Manager at Oral-B, said: “The partnership with Channel 4 is the first of its kind for Oral-B and has enabled us to work with relatable talent who can show the younger audience exactly why an Oral-B electric toothbrush is key to unlocking better oral health.

We are really excited to launch the new adverts and bring to life the real benefits of electric vs manual through a visual side-by-side demonstration. 

Humorous content

The humorous creative was developed to resonate with viewers on a cultural level, while inspiring them to upgrade to electric so they can achieve a whiter and healthier smile.”

Jack Newman, Managing Director, Bullion Productions said: “Bullion are delighted to be recognised by PL4Y as the perfect fit for the project and proud to have worked with Channel 4 and Oral B on this new genre of branded entertainment. 

“Bullion’s specialism lies in creating youth-centric content with a comedic edge, bridging the worlds of TV, branded content and advertising. We’ve loved bringing these films to life and being a part of this truly exciting partnership.”

First Dates consistently wins the 10pm slot for 16-34 year old viewers and is one of Channel 4’s highest rating non-scripted series at 10pm every year. 

Hollyoaks is the youngest soap on British TV and is watched by an impressive average of 1.4m viewers every weekday on Channel 4 and E4 whilst Celebs Go Dating is E4’s number one biggest home grown show for viewers aged 16-34.

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