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.