Channel 4 and Oral-B have forged a new advertising partnership which will see both brands apply some bite to dental issues with a series of bespoke ads featuring the cast of First Dates, Celebs Go Dating and Hollyoaks.
The celebrity pulling power will see the cast of each show appear in three separate ads in which they take a disclosure tablet to expose the full extent of plaque on their seemingly pearly white gnashers after brushing.
The competitive push will take the form of a head-to-head challenge as cast members put manual and electric toothbrushes through their paces to see which is best for a healthier and whiter smile.
Angus Mitchell, agency and client sales leader for Channel 4 said: “We’re 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, added: “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 a key to unlocking better oral health.”
The launch advert features First Dates’ waiting staff Laura Trott and Grand Urquhart with all three ads being screened on Channel 4, E4 and All 4.
The ASA has previously criticised medicinal claims made by Oral-B.