Oral-B, who pioneered both the electric toothbrush and connected brushing, has unveiled a new television commercial to introduce a whole new generation of brushing technology: Oral-B's new iO. The most advanced toothbrush on the market represents a new era of brushing technology, design and experience that delivers a professional clean feeling every single day.

Oral-B's iO transforms brushing from something very functional, into a high-tech focus of beauty and desire, representing a completely new approach to how Oral-B advertises its products. This is something that has been replicated across the wider Oral-B product range, with the new brand Vis-ID using a deeper, more luxurious, colour palette and a series of revamped iconic assets that have been updated in line with the brand's renewed emphasis on advanced technology.

Oral-B's product performance is appreciated every day by over 17 million British consumers that use its toothbrushes. With the launch of the new TV commercial, Oral-B want to communicate what makes Oral-B electric toothbrushes so unique: the WOW feeling of a professional clean.

The TV ad campaign, created by PG ONE New York and PG ONE London, first aired on ITV and Channel 4 on the evening of 31 August. https://streamable.com/fq53aq