The two year six-figure deal will see TMi create an entire advertising campaign for Aquafresh brands – Milk Teeth for 0-3 years, Little Teeth for 4-6 and Big Teeth for 6+ – which will be rolled out across digital and terrestrial channels in the UK.
Using the iconic Aquafresh theme tune, TMi has updated the lyrics to create a song called the Nurdle Shmurdle song which highlights fun aspects of teeth brushing. A nurdle is the quirky name for a squirt of toothpaste.
Set to go live on 19th November, a 90 second spot will play exclusively every night at 7pm on pre-school channel Cartoonito, the daily time when the channel ceases airing, promoting brushing teeth before bedtime. The slot has been secured for the entire two years.
The spot is in 3D animation, bringing to life the red, white and blue Aquafresh colours in the form of three nurdles called Billy, Lilly and Milky, who each represent one of the age groups; and live action, with nine Aquafresh kids performing the accompanying dance to the Nurdle Shmurdle song.
Adam Eagle, Director of Sponsorship & Promotions at Turner Media Innovations, says: “This is a huge deal which aptly exemplifies the broad scope of TMi. In addition to fantastic looking creative, we commissioned bespoke research via our consumer insights team to ensure optimum targeting and efficient execution. The result is a dynamic campaign which Aquafresh can put to work for its kids range, and one which we’re very proud of.”
Additionally nine 30-second spots have been created using 3D animation and live action, which also incorporate the Nurdle Schmurdle song and dance. There are three for each age group and the child in each will explain why they like brushing their teeth, which compliments the overall fun aspect of the campaign. As well as airing on Cartoonito and Boomerang, they will air on other channels to support Aquafresh’s campaign.
TMI: 0207 693 1000