Your electric toothbrush is ‘20 times more effective' than a manual toothbrush? What does that even mean? To answer that, we created a campaign that hammers that exact point in a tongue-in-cheek way while veering away from your friendly-neighborhood-dentist-in-a-lab-coat. Brushing with Philips Sonicare is effortless and effective, which leaves you with nothing but a wandering mind to contemplate other things.

We tapped into peoples subconscious desires "mind-palaces” in which their lives could be 20x more… and watched as our bathroom transformed into an awards ceremony, a zen garden, a gym, and an efficiency tunnel.

The campaign craziness came across throughout the assets, including some fun socials and truly bonkers TikToks.

Agency: DEPT
Client: Philips Sonicare
Creative Lead: Myself
Senior Creative: Haider Hussain
Copywriter: David Aragon
TikTok creatives: Guylou Werner and Luca Mascini
Director: Jacob Hopewell
Editor: Wilbur Roberts
Music composition: Massive Music