Arm & Hammer had the challenge of revamping the Tooth Tunes product introduced by Tiger Electronics back in 2007. The original concept was to have the children, originally a brother and sister, become rockstars and experience a live concert experience. After looking at some storyboard stills it became apparent that neither kids nor the toothbrush appeared in enough of the commercial.
The solution was to expand the product demonstration and focus on one child enjoying the Tooth Tunes toothbrush. You see each brush plays a two-minute song clip from a particular artist to encourage a child to brush their teeth for the dentist-recommended two minutes. A single toothbrush comes with one song. The toothbrush is officially accredited by the British Dental Health Foundation.
Even though I really enjoyed the rockstar experience provided in the initial idea, sometimes it is just easier to focus on the fun and highlight the artists recorded on each toothbrush.