Divorced, Dating and Dentures is not the advertising idea you’d expect from a denture brand. That’s one of the reasons why GSK’s three-part dating series seems so wonderful. The other reason is that it IS wonderful. It’s hugely fun being a fly on the wall on other people’s dates and smiling at their foibles.
In the first episode, a gay man goes on three dates with three different men in one day in his quest for a partner. If his strengths and foibles are not obvious to you, there’s a commentator who underlines them.
And the film is not all comedy, the protagonist relates how he lost his front teeth when he was gay-bashed one night.
The series from Jungle Creations was produced by its creative agency, The Wild, and directed by Mark Henderson, series producer of Channel 4’s Celebrity First Dates. The series is being released in the lead up to Valentine’s Day via Jungle Creations’ news and entertainment brand, VT, and will be supported with Facebook and Instagram Stories, YouTube, IGTV and written editorial.
Divorced, Dating and Dentures is the first of five campaigns Jungle Creations will produce for GSK as part of a wider partnership arranged through Platform GSK, a division of Publicis Media. Jungle Creations will create and distribute a series of social-first campaigns that show off GSK’s oral care brands in the first strategic partnership of its kind for the consumer healthcare company with one media owner creating campaigns across all five brands.
The 10-month partnership, led by The Wild and centred around GSK’s oral care brands, Poligrip, Aquafresh, Corsodyl, Sensodyne and Pronamel, will produce almost 70 pieces of content to be distributed across Jungle Creations’ owned and operated media brands, VT, Craft Factory, Four Nine and Level Fitness.
Craig Percival, GBI consumer healthcare marketing director at GSK, commented, “We are excited to be working with a new partner, Jungle Creations, to create compelling content for our oral health brands and deliver it in a relevant environment where our consumers will be able to engage with it.”
Molly Tappin, head of branded creative at The Wild, stated, “GSK are a multinational powerhouse, so when Publicis asked us to collaborate with them across five of their oral care brands, we leapt at the chance. Due to their distinct positionings in market and alignment with several of Jungle Creations’ media brands, we saw huge potential in one media owner creating campaigns across them all. To bring the partnership to life, we’ve been drawing on expertise from across the entire company – from Craft Factory’s art enthusiasts for Aquafresh, to Level Fitness’s sports addicts for Pronamel – to ensure every campaign is a smash hit. Keep your eyes peeled for our Divorced Dating and Dentures series, redefining the way consumers view Poligrip and how society consumes dating shows.”
Tom Wilkinson, head of strategy, Platform GSK, added, “Platform GSK and GSK share the same determination to drive innovation through the creation of disruptive social content for all GSK oral health brands. To answer this challenge we’ve chosen to collaborate with Jungle Creations. Our ground-breaking, multiple brand, content partnership is an incredibly exciting venture, one in which we’re able to champion inclusivity and appeal to a diverse range of social audiences.”
Creative Agency: The Wild at Jungle Creations
Creatives: Anina Grostern & Molly Tappin
Producer: Emma Baggott
Production Lead: Oliver Warley
Project Management: Kelsie Leonard
Managing Director: Dylan Davenport
Director: Mark Henderson
Hothead Cameras: Dan Greenway
1st Assistant Director: Emma Pounds
Editor: Justin Greenberg
Associate Director Partnerships, Publicis: Lindsey Webb
Senior Partnerships Executive: Publicis: Ben Mitchell
Senior Brand Manager: Ben Court
Sales and Marketing Brand Executive: Joe Economos
Area Marketing Manager: Louise Vincer