Lumineux Gets up Close and Personal for a Smile People Can’t Look Away From

Lumineux is taking on the giants in the oral care industry with the promise of a better-for-you line of products that whiten without using harsh abrasives or chemicals and taking its message to consumers in a new advertising campaign. Created by Yard NYC, the initiative solidifies Lumineux’s stance against the longtime tradeoffs of the category – where whitening and healthier don’t go hand in hand – in a humorous, lighthearted spot made for TV.

The new campaign, ‘A Smile People Can’t Look Away From,’ features hilariously closer-than-comfortable shots of bright white, healthy smiles thanks to Lumineux’s line of enamel-friendly oral care products. Developed by renowned cosmetic dentist, Dr. Maddahi, Lumineux aims to solve the problem many consumers face – three out of four people want whiter teeth, but many have concerns about how whitening products might negatively impact their enamel and gum health. Lumineux is the answer to that dilemma with products that deliver a whiter, brighter smile without the sensitivity of peroxide whiteners.

“Lumineux really needs a style of ad that is as bold and modern as our approach to oral care is. It wouldn’t do to churn out the same stale, tired kind of campaign we’re all so used to seeing in this category,” said Caroline Duggan, chief brand officer of Lumineux. “Yard NYC was my #1 choice to help us develop that kind of creative, and they really over-delivered. We had a ton of fun and I think the work speaks to that.”

The work will run across Linear, Streaming Audio, Digital Display, CTV, and OLV from April through December of this year in :15 and :30 spots for toothpaste and white strips products. Getting up really really close and personal to the mouths of its talent (“wow, we’re really only looking at my mouth aren’t we?”), viewers are sure to giggle as the zoom continues “well, for a smile people can’t look away from…”

“It is exciting to take Lumineux in a complete 180 from anything they’ve done to date. And to poke a little fun at the seriousness of white-coat dentists we’re used to seeing in toothpaste ads,” said Stephen Niedzwiecki, chief creative officer at Yard. “Our result is surprisingly fun work that stands out in a category crowded with claims. Our playful scripts are designed to catch attention early, making it easier to share Lumineux’s benefits in a way that feels approachable and distinct — helping the brand stick in people’s minds.”