The images in the Oral-B Stages campaign may seem disturbing at first, but when paired with its tag line, it all begins to make sense. It is not saying that with an Oral-B Stages toothbrush a baby will gain adult-like strength. Instead, it reads, "For you to brush your baby’s teeth.” It shows how a parent will be able to better brush their baby's teeth with this particular product.
Created by Sao Paolo-based ad ageny Publicis, the Oral-B Stages campaign demonstrates just how natural brushing their children's teeth will feel for parents, not to mention for the child as well. The campaign was art directed by Antonio Correa with photography by Marcos Lopez and retouching by Arizona.
Key Themes Behind This Trend
- Adult-armed Baby Ads
- Opportunity for disruptive innovation in marketing by using unconventional and attention-grabbing visuals.
- Teeth-brushing for Infants
- Disruptive innovation opportunity in the oral care industry for developing specialized toothbrushes for infants.
- Parent-friendly Teeth Brushing
- Opportunity for disruptive innovation in the parenting industry by creating products that make brushing children's teeth easier and more enjoyable.
Where This Applies
- Marketing
- Disruptive innovation opportunity in the marketing industry by pushing boundaries and using provocative imagery to capture attention.
- Oral Care
- Opportunity for disruptive innovation in the oral care industry by developing innovative products specifically designed for infants and young children.
- Parenting
- Disruptive innovation opportunity in the parenting industry by creating products that address specific challenges faced by parents, such as teeth brushing.
