Royal Philips has recruited actress and comedian Kate McKinnon to star in a wacky new campaign for the Philips Sonicare toothbrush.
In two commercials, McKinnon shows off her comedic chops and excellent character work by taking on the role of Susan Toothbrush, a quirky character that helps people make the Sonicare Switch.
The "Saturday Night Live" alumni expressed her excitement for the campaign in a press release, aiming to showcase better oral healthcare alternatives and convincing the audience to shed their antiquated toothbrushing habits:
"How you feel about yourself is what's most important and encouraging people to make the switch like I did to a Philips Sonicare was a no brainer. Plus, I never pass up an opportunity to pop into people's bathrooms when they least expect it."
McKinnon also made an appearance on "The Tonight Show" earlier this week to discuss, among other things, the new campaign.
Her guesting spotlights the Sonicare suite of products, including the Philips Sonicare DiamondClean Smart: an electric toothbrush that removes up to 20x more plaque along the gumline by delivering more brush strokes in just two minutes than an entire month of manual brushing.
Inspiring confidence through oral health and hygiene, Sonicare makes a clinically-proven impact on each user's daily life.
Philips Sonicare's new commercials showcase the company's deep understanding of brand strategy.
By creating a likeable and memorable character played by a talented comedian, the brand opens itself up for future opportunities not only to create more content but to increase awareness and widen its audience reach.
Susan's Sonicare Switch
The first of two 15-second spots titled "Best Part of the Party" takes place at a house party, with Susan quietly sneaking into the host's bathroom.
Digging through the cupboards, she manages to find an old, used toothbrush.
She immediately throws it away and replaces it with a brand-new Philips Sonicare, pulled straight from a stash in her jacket's inside pocket.
"Make the Sonicare Switch," she says as a knock on the door signals her time to leave. The spot ends with her humorously giving the new toothbrush a pep talk before walking out the door.
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A second spot titled "Interview" sees Susan pop into a man's bathroom to help him prepare for a major job interview.
Though things seem to be going well for him so far, Susan points out his "ancient bristlestick" and offers to help him make the Sonicare Switch.
The man eagerly accepts, brushing his teeth with a confident smile.
The spot ends with hilariously Susan asking him for the Wi-Fi password so she can hang out in his bathroom.
This campaign shows how creative agencies can turn something as simple as switching toothbrushes into a fun and memorable brand experience.
Earlier in April, a campaign from Philips Norelco featured Parks and Recreation actor Adam Scott in another comedic spot.
Editing by Katherine 'Makkie' Maclang
