Spinbrush needed to refresh the brand and its campaign. Since not many people enjoy brushing their teeth let alone think about it often, we were faced with both brand and consumer challenges. Spitball looked to create a unique commercial that engaged people in a world where everyone tries to hit skip.

Spinbrush faced the same challenge of other brands whose brand name is confused with the category name. Band-Aid, Kleenex, Xerox, Jacuzzi and even Google. Countless other brands are synonomous with their category, often because they were first to market or established themselves as the market leader.

However, for Spinbrush it was more a generic description than brand power. The brand needed a powerful story to truly stand apart from the many toothbrush options. For a brush that has two heads of bristles, spinning wasn’t everything. Our strategy was to hit our audience with some empathy, all while making every second visually engaging to grab their attention to drive home the unique brush features. The Spitball idea not only brought to life the unique dual action of the Spinbrush head, it also went “head-to-head” with inferior manual brushes.