Could this be New Zealand’s greatest kiss? Find out when Lumino The Dentist’s spot airs during today’s Royal Wedding via agency Wag The Dog

Fresh breath, a great smile, pouty lips and a bit of chemistry were all part of the audition description for Lumino The Dentist’s new nationwide television advertising campaign which airs tonight during the Royal Wedding.

Sounds easy, but casting the perfect kiss turned out to be a bit harder than originally thought, for the creatives at Wag The Dog. That was until they discovered true love in the form of childhood sweethearts and married couple, Enni and Sami.

VIEW THE SPOT

The chemistry between the two was instantly obvious and the couple are now the stars in an advertising campaign that tells the story of a couple meeting randomly and as sometimes happens in life, being instantly smitten by a smile.

Film Construction’s newest director, Angus Wardlaw, the former senior creative at Saatchi & Saatchi Auckland, who left in November. “In fact Sami and Enni, (the couple kissing in the spot) were so engrossed in their work at times, it began to feel a little churlish to shout, ‘Cut!’… so sometimes I didn’t.”

The new 30 second ad takes the notion of a lovely smile to the extreme by following a couple who see each other’s smiles for the first time, are smitten and instantly kiss. They then take their ensuing embrace all over New Zealand in order to reflect the fact that Lumino the Dentists are improving Kiwi smiles all over the country through a chain of 55 practices.

Says Tony Richards, from Wag The Dog: “This really exciting, dynamic client needed no arm-twisting when we suggested that the simple benefit of any dental work should be an attractive smile and a kissable mouth. Naturally, we took this to the extreme by producing the greatest New Zealand kiss of all time and thus avoiding any of the usual advertising conceits within this category. That said, no one has advertised in this category in New Zealand before, so we’re particularly excited and hope we’ve set a good precedent.

“We also thought that against the backdrop of all the terribly unfortunate, depressing news stories going on in the world, it was the ideal time to be spreading a little more love, hope and optimism.”

Says Lumino’s marketing manger, Kerry Dunphy: “We wanted this ad to be everything that you wouldn’t expect from a chain of dentists, such as model-like dentists deftly working away on already glinting veneers.

“Instead, Wag The Dog have come up with a brand ad that tells a story, tugs on the heart strings and appeals to the romantic in all of us. These are the ads that people remember. And to add to the romance of the campaign, the ad will be debuting during the most romantic TV occasion of the year, the Royal Wedding today, April 29.”

Lumino is one of the first and only dental brands in New Zealand to branch out into nationwide, free to air TV advertising. With over 55 practices across the country, the size of the Lumino network makes television an obvious medium. The first offer to be promoted via TV will be Lumino’s 18 month interest free offer, which will be further supported by In-practice promotional material and press advertising.

Agency – Wag The Dog

Music – Smile – Orba Squara