Bupa Dental promotes ‘The Power of Your Smile’ in latest campaign via independent agency Edge


Bupa Dental has just released its latest campaign, ‘The Power of Your Smile’ via independent agency Edge. Building on Bupa’s ‘Health & Care’ proposition, the campaign focuses on the positive (and not always intended!) effects of a great smile.


Featuring three spots – with each heroing a Bupa Dental service that can help people enhance and protect their smiles – the campaign uses dry humour to draw attention to the product benefit.

Says Rod Mooseek, GM of Edge Melbourne: “The dental landscape is very focused on functional messaging, which leads to samey creative. We wanted to find a way to introduce a bit of emotion into the offer – and needed a fresh idea that could bring teeth whitening, fitted mouthguards and Invisalign together under one banner.”

Adds Kevin Goult, Senior Marketing Manager at Bupa Dental Care: “I love the insight that drives these spots – that a smile has all kinds of hidden benefits – I love the deep understanding of the Bupa brand that the Edge team bought to the table, and I love the way they introduced a bit of humour to bring them to life in a memorable way.”

Says Edge’s New ECD, Stuart Turner: “We had a great time working with Kevin and the team to make these spots. Spending a day being smiled at constantly was an unusual but uplifting experience, and we hope that is exactly the way people will feel after seeing them.”

The campaign is released this week and will be executed primarily across digital and social channels.

Creative: Edge
Executive Creative Director – Stuart Turner
Creative Director – Ben Smith
Art Director – Callum Foot
Copywriter – Will Basset
Senior Designer – Waiton Fong
Executive Producer – Julian Townley
GM Melbourne – Rod Mooseek
Account Manager – Pricila Graziano
Executive Planning Director – Richard Parker

Director – Pete Moore
Eden Collective & Engine Room Productions
Executive Producer Eden Collective – Adam Eden
Executive Producer Engine Room – Adrian Hyde
Producer Eden Collective – Igor Shmaryan
Director of Photography – Christopher Miles
Stylist – Jacqui Hudson
Post-Production Services – Eden Collective

Client: Bupa Dental Care
Senior Marketing Manager at Bupa Dental Care – Kevin Goult
Campaign Manager, Bupa ANZ – Dental – Amanda Rajkovic