Invisalign
Copywriting
Backstory
This ad campaign was created to promote Invisalign, an orthodontic treatment that offers a a braces-free method of straightening teeth.
Our target market were millennials and young professionals who have always wanted that perfect smile- without the wires.
With our target market identified, the strategy in our messaging was to emphasize the effect your smile can have not only on self confidence and first impressions, but the fact that Invisalign treatment requires no braces at all.
The ads were designed to be clever, millennial-focused, and playful, and the 3 unique social media ads we created were tailored to different segments of the target market: soon-to-be-weds, professionals, and fitness enthusiasts.
Unveil Your Smile
This Facebook ad targeted the newly engaged and soon-to-be-wed, playing off the idea of how their smiles should light up the room on their special day, which is a moment that will be remembered forever.
With the double meaning on 'unveil', the copy and visuals are joined in perfect harmony, just like the happy couple.
Crooked Teeth Weighing You Down?
This ad targeted fitness enthusiasts, and the wordplay of the copy complements the gym theme of the visuals to catch the customer’s eye.
There are two puns in the copy- being 'weighed down' means to feel burdened (in this case, by a crooked smile), but has a double meaning as the model in the photo is lifting weights at the gym.
The second line plays off the fitness theme as well as saying we'll get your smile in the right shape (that is, getting your teeth invisibly aligned with Invisalign).
Get the Smile that Suits You
The target for this ad was young professionals, and the strategy was emphasizing the importance of your smile in making a positive first impression (especially for job interviews and networking events) and the effect it has on self confidence.
The use of humor, with the double meaning on 'suits', is a playful pun on standard business attire and is powerfully aligned with the visuals, which helps catches the eye of anyone who sees it.
