Strangely Likeable

Humanaut has just launched a new ad campaign for oral care client hello® products, one of the fastest growing oral care brands in the US. The brand’s distinct “naturally friendly™” lifestyle positioning has strong appeal among younger consumers and across broad segments. hello’s product line up includes adult and kids toothpaste, mouth rinse, toothbrushes and floss. The brand is sold primarily in food, drug, and mass retailers and online. This is the first national TV advertising for hello, which was acquired by Colgate-Palmolive early this year.
The oral care category is known for being somewhat bland, clinical and a bit underwhelming when it comes to design and ingredients inspired by nature. The “Strangely Likeable” campaign goes so far as to suggest that it’s actually a new and somewhat strange feeling for anyone to actually like their toothpaste.
Humanaut created five humorously voyeuristic ads for hello, including one 30-second spot and four 15s. Some show a succession of people going through the daily ritual of brushing their teeth at their bathroom sinks. Midway through, their expressions change, as if each is undergoing some kind of revelation. “With naturally friendly and effective ingredients like farm grown mint, people are experiencing the strange feeling of actually liking their toothpaste,” a female narrator explains as they mug into their mirrors. “Hello,” one ad tags, as the voiceover switches to whisper mode. “Strangely Likeable Toothpaste.”
Other executions focus on specific scenarios involving couples, a dad and his young kids, and college students, and highlight a specific hello product feature such as vegan ingredients, innovative crinkle-free package design, activated charcoal, or kid-friendly flavors like wild strawberry and watermelon.