PHILIPS SONICARE
20x more…
Philips Sonicare wanted to dramatize its claim: 20 times more effective than a manual toothbrush.
As Senior Creative, I developed the campaign platform and scripts built around a simple, playful question: what else in life could be 20x more…?
THE IDEA
Effortless brushing leaves nothing but a wandering mind. So we leaned into that, creating surreal “mind-palaces” our characters drift into while brushing. Bathrooms transformed into awards stages, zen gardens, gyms, and efficiency tunnels.
THE EXECUTIONS
Each “mind-palace” was brought to life in its own 20s ad, dramatizing the wandering thought in a bold, playful way: Awards Ceremony, Zen Garden, Gym, Efficiency Tunnel
THE SOCIAL LAYER
We also created TikToks that amped up the humor and absurdity, bringing the “20x more” platform to life in formats people already love.
MY ROLE
I led the creative platform and scripts, and was closely involved in production: selecting the director, working with him on set, and collaborating with the editor and music composer to craft the final films.
I left the agency before launch, but drove the creative from concept through production handover.
CREDITS
Agency - DEPT®
ACD - ︎︎︎ Richie Hendo
Senior creative - Haider Hussain
Creative - David Aragon
Social creatives - Guylou Werner and Luca Mascini
Senior producer - ︎︎︎ Veronique Beumer
Production company ︎︎︎- Wenneker
Director ︎︎︎- Jacob Hopewell
Editor - Wilbur Roberts
Music composition - Massive Music