The Scope Radio campaign was aimed at jolting the general consumer market (specifically non-Rinse users) that is complacent in their current oral care routine. These particular consumers do not believe that there is an added benefit of using Rinse versus brushing alone. However Scope Outlast makes your breath feel fresh 5x longer than brushing alone. Meaning you can go about your day feeling confident in any situation. The radio campaign celebrates Scope Outlast in a tongue in cheek, humorous way that Scope will leave your mouth so fresh – unexpected freshness may follow.

When you have bad breath, everything you say is offensive. This truth comes to life in these radio spots when we hear people say terrible, offensive things in otherwise normal situations.

Broadcast networks regulate commercials in oral care – mostly related to claims of efficacy and results - teeth whiteners removing X amount of stains, toothpastes cleaning X times better than the leading toothpaste, and within the Rinse category efficacy claims at removing X amount of bad breath bacteria are just a few examples.

To use these claims in advertising, clinical and preferential studies are conducted and communicated in letters of substantiation to broadcast networks. Networks can then request revisions to the spot be made or refuse to run the spot.

The Oral Care category is very cluttered – visit any drugstore aisle and the options are endless. In terms of media, over $200 million is spent each year to promote Oral Care products including Paste, Brush, Rinse, Whitening Kits, Floss and Denture Care, making it difficult for products to breakthrough the clutter and differentiate themselves.

In this environment, competitors have two ways to stand out: spend a ton of media dollars or create engaging and compelling advertising that breaks through and drives brand preference. While most brands default to option 1 (spending heavily in media) with lackluster advertising, Scope took a different approach, creating work that jolting consumers out of complacency

WEDDING

In this spot, the wedding officiate speaks and the BRIDE (Victoria) replies. Both act as if everything is entirely normal.

SFX: Organ Music, Congregation being seated.

OFFICIANT: As you place the ring on his finger, repeat after me I, Victoria, take you Richard.

VICTORIA: (Lovingly, as if repeating pastor) You are fatter, shorter and balder than the husband I pictured as a kid.

OFFICIANT: to be my lawfully wedded husband.

VICTORIA: (Lovingly) You are ‘The One’ on a scale of one to ten.

OFFICIANT: To have and to hold

VICTORIA: (Lovingly) My mom is crying because she hates you.

OFFICIANT: from this day forward

VICTORIA: (Lovingly) Is that your face or did your neck just throw up?

OFFICIANT: until death, do us part.

VICTORIA: (Lovingly) You have the smallest feet.

ANNCR: When you have bad breath, everything you say is offensive.

OFFICICANT: You may now kiss the bride.

BRIDE: (Whispered sweetly) I’d rather eat glass than picture you naked.

ANNCR: Scope Outlast. Makes your breath feel fresh five times longer than brushing alone.

BRIDE: Your brother's a much better kisser.