BioRepair toothpaste makes TV bow in Driven ad
New toothpaste brand BioRepair debuts on TV tonight with an ad created by Driven. Watch it here.
The new brand aims to compete with the likes of Sensodyne and Arm & Hammer in the sensitive care sector of the toothpaste market.
Driven's 30-second spot will air on ITV throughout June. The Cheshire agency says a second burst of activity is planned for later in the year.
Neil Griffiths, a partner at Driven, said: “It’s difficult to get people engaged with a problem that they can’t see and may not be aware of.
“Our work for BioRepair actually asks people to try something for themselves and experience the problem. It’s a fresher and more elegant way to get people involved.”
Charlotte Smith, brand manager at Acodoco, said the ad avoids “the usual cliched imagery favoured by the sector”.
The commercial was produced with Manchester's Chief Productions and post-production house 422, while media planning was handled by MEC.