LEAP Localises and Refreshes Waterpik DRTV Campaign

Church and Dwight commissioned LEAP to refresh their American DRTV commercial for Waterpik to ensure it would resonate with UK audiences. An American actress introduces the product in the original version, but the updated British commercial would need to feature a dental professional. Despite the challenges of producing a commercial during the pandemic, LEAP’s Film and Post team were able to find elegant solutions.

The clients felt that featuring a dental professional in the British ad would help reinforce the campaign message of the Waterpik water flosser’s oral hygiene benefits. To comply with social distancing measures, LEAP’s producers and casting researchers set up a virtual casting session to find a suitable spokesperson. From the list of twenty candidates, the team selected dental surgeon, Dr. Suzie Boulos. Although she had no previous acting experience, LEAP’s directors were able to work closely with her to allow her to deliver a comfortable and confident performance on the shoot day.

Filming was due to place after lockdown and within the APA’s Covid-safe production guidelines. However, there was still the challenge to overcome of finding a suitable location. Dental surgeries were largely booked up with appointments that had been rescheduled to take place after the lifting of restrictions. Fortunately, LEAP secured green screen studio space and high-resolution background imagery to composite into the scene. As it happened, the use of green screen technology would allow the clients and post-production team greater flexibility in shaping the overall look of the commercial. 

LEAP provided secure off-site post-production services, making good use of the company’s forward-thinking investment in cloud-based media servers. Overseen by creative director, Danny Coster, LEAP’s multitalented VFX editor and colourist completed the matte painting and compositing as well as broadcast compliance checks. Sound mixing took place with LEAP’s audio post-production partner, allowing for remote production team collaboration and virtual client review sessions. Finally, LEAP’s producer took care of TV admin including the clearance process and delivery to LEAP’s broadcast playout partner.

Church and Dwight continue to retain LEAP’s commercial production and post-production services across their other personal care brands.