Is it possible to love your toothbrush?

24 01 2011

Creative agency DDB Worldwide has developed a social media campaign for Philips using secret cameras to film its customers.

Users of the Philips Sonicare toothbrush were asked to audition for a TV commercial. Customers seeking their 30 seconds of fame raved about their electric toothbrushes unawares of the concealed cameras filming them from the moment they stepped into the studio.

A Facebook page dedicated to “The Philips Sonicare Experiment” has already attracted more than 20,000 fans. Edited films of the fake auditions and behind-the-scenes footage can be viewed on the Facebook page along with other promotional content.

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