Muma Malaysia serves up laughter and oral care in new TVC for Fresh & White

Muma Malaysia has created a new spot for oral care brand, Fresh & White, which aims to get Malaysians laughing as it takes a comedic approach while establishing the brand promise of stronger teeth and fresh breath.

The film breaks away from the usual oral care commercials that feature expert endorsements or usage in the bathroom. Instead, it focuses on the one thing that unites all Malaysians which is our enjoyment of food which can be done in confidence with strong teeth and fresh breath.

Muma co-founder and creative partner, Choo Chee Wee, said: “Since we came on board the brand, we have taken a humorous approach in our films to engage with our audience and offer escapism from the seriousness of life, even if for a minute. We strive to stay clear of the oral category cliché, and instead invite the audience to have the confidence to laugh out loud with fresh breath while flashing their strong teeth which is the brand promise.”

Previous Fresh & White films by Muma also feature funny yet relatable situations experienced by the brand’s polar bear mascot. After a long hiatus, the iconic polar bear made a comeback and under the creative guidance of Muma, a family unit was introduced to make the brand more relevant to its family-oriented consumers along with a current 3D animation treatment for a modern touch.

For this latest commercial, Wee worked closely with PRS Productions and award-winning film director Michael Wong whose experience amplified every comedic moment and made the humour come alive.

Wong added: “It is rare for oral care brands to venture into humour and comedy as dental hygiene is usually presented as a serious topic and backed by industry experts. Fresh & White and Muma are brave to break the mould and I am thrilled to be part of this refreshing endeavour and help heighten the comedy and visual storytelling while amplifying the product benefit.”

The new film is part of the brand’s latest campaign to announce its new look and improved formulation with multi-minerals and mint oil for stronger teeth and fresher breath.

Southern Lion’s Head of Oral Care division, Deenie Ong, said: “The new and improved Fresh & White formula features our anti-sugar shield technology to protect against cavities, and added multi-minerals prevents mineral loss and helps strengthens teeth while enhanced mint taste delivers fresher breath. The new range is suitable for the entire family as it provides a complete solution to address common dental concerns for all ages.”

Launched this month, the campaign also includes digital OOH, digital videos on social media and in-store POSM.