Lumino the Dentists launches new 'Smile Guide' TV commercial via Special Group and Eight

Lumino.jpgLumino the Dentists has launched a new campaign, which features 'Smile Guide', a 30 second TVC directed by Jamie Lawrence and created by Special Group.

Says Josh Stent, general manager operations, Lumino: "While we take our work and our professionalism with patients seriously, we loved Special's take on the outcome of a visit to a Lumino practice. Special's partnership with Eight has created a campaign that is the first stage of taking the Lumino brand in a fresh direction using honesty and humour while focusing on what we do best, making people smile."


Says Angus Hennah, creative director, Special Group: "With a tagline like 'Love your smile' humour seemed a natural path to explore. And although the spot marks a change in tone for Lumino, it reinforces that they not only leave you with a great new smile, but their friendly personalized service and great value offers also leave you smiling."   

Says Jamie Lawrence, director, Eight: "It was a pleasure to work with the good folk at Special and a brave client who isn't afraid to push the boundaries. This idea was funny on the page, so I felt a huge responsibility to serve the creative well. Can't wait to see how the audiences respond."

Title: Smile Guide
Client: Lumino the Dentists
Head of Operation and Consumer Exp: Josh Stent
Head of Marketing NZ & Aus: Kerry Dunphy
Acting Head of Marketing: Justine St John

Agency: Special Group
Executive Creative Director: Tony Bradbourne
Creative Directors: Angus Hennah, Arnya Karaitiana
Group Business Director: Sandra Daniel
Agency Producer: Vicki O'Leary
Account Director: Kate Antjoule

Production Company: Eight
Director: Jamie Lawrence
Producer: Katie Millington
DOP: Crighton Bone
Editor: Nathan Pickles
Music: Liquid Studios
Grade/Online: Toybox

1 Comments

Tutu said:

made me smile!

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