Smiles star in the latest Bupa Dental campaign

Bupa Dental is has launched a new campaign building on Bupa’s ‘Health and Care’ proposition’, via creative agency Edge.

The campaign, ‘The Power of Your Smile’ highlights the positive and sometimes unintended effects of a great smile.


Other assets:

Whitening 30″
Mouthguards 30″  

The 30 second spots that take an important moment for showing off (or protecting) your smile – a job interview, a first date, and a footy match. Set to pensive classical music, each spot slowly zooms out from the lead characters smile to reveal the full situation, accompanied by a tongue in cheek narration.

Edge was appointed to Bupa Dental’s creative account in early 2020, later picking up Bupa’s optical and hearing services. Thinkerbell handles creative for Bupa’s masterbrand account, following its appointment in December 2020.

Rod Mooseek, GM of Edge Melbourne, said: “The dental landscape is very focused on functional messaging, which leads to samey creative. We wanted to find a way to introduce a bit of emotion into the offer – and needed a fresh idea that could bring teeth whitening, fitted mouthguards and Invisalign together under one banner.”

Kevin Goult, senior marketing manager at Bupa Dental Care, added: “I love the insight that drives these spots – that a smile has all kinds of hidden benefits – I love the deep understanding of the Bupa brand that the Edge team bought to the table, and I love the way they introduced a bit of humour to bring them to life in a memorable way.”

Edge’s new ECD, Stuart Turner commented: “We had a great time working with Kevin and the team to make these spots. Spending a day being smiled at constantly was an unusual but uplifting experience, and we hope that is exactly the way people will feel after seeing them.”

The campaign rolls out this week across digital and social channels.


Client: Bupa Dental Care
Senior Marketing Manager at Bupa Dental Care – Kevin Goult
Campaign Manager, Bupa ANZ – Dental – Amanda Rajkovic

Creative: Edge
Executive Creative Director – Stuart Turner
Creative Director – Ben Smith
Art Director – Callum Foot
Copywriter – Will Basset
Senior Designer – Waiton Fong
Executive Producer – Julian Townley
GM Melbourne – Rod Mooseek
Account Manager – Pricila Graziano
Executive Planning Director – Richard Parker


Director – Pete Moore
Eden Collective & Engine Room Productions
Executive Producer Eden Collective – Adam Eden
Executive Producer Engine Room – Adrian Hyde
Producer Eden Collective – Igor Shmaryan
Director of Photography – Christopher Miles
Stylist – Jacqui Hudson
Post-Production Services – Eden Collective


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