Zig When They Zag

Jan 4, 2024

By: Tami Jennings & Mara Kubicki

One of our main goals at Trozzolo? To challenge the status quo. To zig when they zag. But, doing it with strategy in mind. Challenging the status quo isn’t always easy, but it can give your brand a unique identity in a crowded marketplace.

Fry Orthodontics came to our team at Trozzolo looking to freshen up their brand. They wanted something beyond the typical ortho/dental advertising. Soft lighting and smiling patients. They were ready to shake things up and challenge the status quo. In other words, they were speaking our language.

We like to think of ourselves as calculated risk-takers, driven first and foremost by strategy but always seeking creative potential and solutions in all aspects of our business.

Sitting down with Dr. Jeremy and the Fry team, we first discussed their goals and what they wanted to achieve by launching a new campaign. They told us they had seen success from previous campaigns — they’ve even won some creative awards — but they were ready for something different, something that hadn’t been done before. 

So, we dug right in, concepting and then presenting several creative platforms to Dr. Jeremy and his team at Fry. It didn’t take long before a winner emerged, a concept called “Teeth Love Us” — an epically surreal hero spot that consisted of 13 life-size teeth charging through a grassy field as Fry Orthodontics super fans. It was a true 180-degree turn from the familiar, leaning instead into a memorable and unexpected execution that aimed to capture the attention of parents and dentists with simple, straightforward messaging: Teeth love us. You will, too.

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