- Royal Philips has teamed up with Kate McKinnon to promote its Philips Sonicare power toothbrush.
- In the ads, McKinnon plays Susan Toothbrush, an oral healthcare enthusiast whose mission is to help people upgrade their toothbrushing by making the switch to Sonicare.
- McKinnon dropped the ad during an appearance on “The Tonight Show Starring Jimmy Fallon” on Monday September 29th.
Philips Sonicare is tapping into the trend of brands showing up in culture by partnering with a celebrity to promote its electric toothbrush products to a mass audience.
In the debut ad, McKinnon plays Susan Toothbrush helping an interview hopeful getting ready for their big meeting. When she drops in unexpectedly, she asks him why he’s still using an ancient bristle stick.
“We’re overjoyed to bring this campaign to life with the incredible Kate McKinnon. She’s really bringing new energy to our brand by putting a comedic, relatable spin on the topic of oral health care,” said Matina Vidalis, senior marketing director, consumer & professional oral healthcare, Philips North America. “In early discussions about our Sonicare Switch campaign, we knew Kate would be a perfect fit to help educate people about the benefits of upgrading to a power toothbrush.”
“At Philips Sonicare, we know there’s a direct correlation between feeling good and expressing confidence; it’s why our power toothbrush innovations aim to achieve an efficient clean, so users feel confident going into life’s big and little moments,” she continued. “We loved Kate’s creative thinking and commitment to collaboration – which is ultimately what brought Susan Toothbrush to life – which features a young man gearing up for a big job interview, when Susan Toothbrush appears and encourages him to ditch “his ancient bristle stick.”
