TePe
First ever TV campaign for the Swedish dental brand
Bray Leino has launched TePe, the original interdental brush brand, on TV for the first time ever with a playful new ad spotlighting the importance of cleaning between teeth.
The campaign, Little Habits That Last a Lifetime, makes its debut exclusively on ITV this October and builds on the success of our out-of-home activity for TePe. With a significant media investment, the campaign represents the brand’s most ambitious step yet in raising awareness of its hero product, the Interdental Brush.
At the heart of the campaign is a simple but striking message: brushing alone only cleans 60% of tooth surfaces. To highlight the 40% that’s missed, the creative takes a humorous, visual approach. Across three ads, everyday self-care scenarios are presented unfinished – a part-shaven beard, half-applied lipstick, part-brushed hair. The results? Comical. So why be so lax with oral hygiene?
The ad will air throughout October '25 across ITV Central, ITV Wales and ITV WCTV, with extended coverage on ITV HTV West, where TePe’s UK headquarters are based. To maximise reach, the creative is supported by a fully integrated above-the-line campaign spanning YouTube, the London Underground, programmatic digital channels and a regional bus campaign in Yorkshire.
Rob Bartlett, General Manager at TePe, said: "TePe is entering a new era with the launch of our first TV campaign. Our mission has always been to educate people on the benefits of cleaning their teeth completely – and that includes cleaning between the teeth. Too often, interdental cleaning is seen as something extra, rather than an essential part of oral care. Our campaign brings that message to life in a bold, playful way, supporting people on their journey to a fully clean smile."
The campaign was developed and produced by our Planning, Creative, and Production teams, with post-production by UNIT and direction by Benjamin Madgwick, and delivered through our in-house Media team.
Kate Cox, CEO, says: "This campaign is a milestone moment for TePe. By bringing the brand to TV, we’re not only reaching its widest audience to date but also reshaping perceptions around oral health. It’s been a fantastic collaboration, and we’re proud to see this bold creative out in the world."
With its distinctive style, clear message and wide-reaching media plan, this campaign marks an exciting new chapter for TePe – and a powerful example of how creativity can drive behaviour change.
To find out how Bray Leino can drive growth for your healthcare brand, contact Sam Crocker, Managing Partner.