Smysecret takes better care of our oral health
Client
Capabilities
Date
12/05/2026
In our everyday lives, we often pay almost obsessive attention to details that, in reality, matter very little: placing something in exactly the right spot, adjusting something that is slightly out of line, or making sure everything looks just the way we like it. However, that same level of attention is not always applied to something far more important: our oral health.
The challenge for Smysecret, Vitaldent’s dental aesthetics brand, was to bring this contradiction to light in a way that felt relatable, recognisable and connected to people’s real lives. The campaign needed to reinforce the importance of oral care without sounding preachy, building a simple, universal and memorable message.
At VCCP, we developed a campaign based on a very everyday truth: we all have small habits, rituals or perfectionist behaviours around things that, deep down, are not that important.
From this insight, the campaign uses humour to portray recognisable situations in which viewers can instantly see themselves reflected. Simple, visual and universal scenes act as a mirror for our own daily obsessions and, with irony, invite us to question why we do not apply that same level of care to our mouth.
The creative execution is built around highly visual everyday moments that are able to communicate the idea without the need for lengthy explanations. This approach allows the message to connect immediately with the audience and strengthens Smysecret’s positioning as a close, accessible and relevant brand within the dental aesthetics space.
The campaign is rolled out through a 360º approach, including TV, radio, point of sale and digital assets, with the aim of accompanying consumers across different moments of their day and amplifying the message across every touchpoint.
The campaign enables Smysecret to talk about oral health from a fresh, human and humorous perspective, moving away from the more conventional codes of the category and connecting with a universal truth.
For Gonzalo Echavarría, Marketing and Portfolio Director at DONTE GROUP, the campaign starts from “a very universal truth”: the attention we pay to everyday things of little relevance, which we do not always replicate when it comes to truly important matters such as oral health. According to Echavarría, VCCP translated this idea “with great sensitivity and a strong sense of humour”.
From VCCP’s perspective, the campaign consolidates a way of communicating dental care through the everyday, making the message easy to understand, remember and share. A simple but powerful idea: if we are so demanding with the small details, we should be just as demanding with our smile.