hello®: Slay Dragon Breath

Advertising agency Humanaut is introducing their first campaign for hello®, one of the fastest-growing oral care brands in the US, by launching a new mobile mouth-care service called Spyt (pronounced spit).

Spyt delivers “everything including the bathroom sink” to brushers on the go, including naturally friendlyTM hello® toothpaste, toothbrushes, mouthwash and floss. The fully functional, tile-lined sinks are mounted onto the back of a fleet of electric scooters.

The campaign was teased last week with an invite-only test of the service in NYC. The first lucky customers shared their first time experiences brushing and “spyting” in public with followers on Instagram using #helloSpyt. The launch coincided with OOH subway ads in NYC featuring hello®’s new campaign line “The Future of Brushing” and is now being followed by a paid media campaign on Facebook, Instagram, YouTube and Hulu.

“hello® is already the most innovative brand in the toothpaste aisle,” said David Littlejohn, Humanaut chief creative director. “With this campaign, we wanted to catapult hello® even farther ahead of the competition by innovating the entire brushing experience and reaching our audience with a more modern media vehicle, literally.”