Proctor and Gamble was launching it's first $5oo electric toothbrush (targeted to men) for Oral B. To do this, it needed to be positioned as a luxury and desired object. We designed a campaign that broke out of the stereotypes of your traditional toothbrush advertising of a "women brushing her teeth in front of a mirror or a spa like setting with a in mouth demonstration of the cleaning." Instead, we positioned this toothbrush as a celebration of technology. Through research we found out that this toothbrush had technology that was the same technology used in a porsche car's braking system when switching gears and utilised bluetooth sensor technology that was originally used in Nasa's Mars Roover. What do men love more than cars and sexy technology? Turns out, not much. This campaign was a hit and transformed into one of the most successful global launches for a toothbrush for P&G in their history and helped place their new toothbrushes in the global category.