New Jersey Commercial Video Production For Orajel
With a mouthful of products in need of video marketing, Orajel tasked Awakened Films to produce a series of commercials and social media videos for both children & adults.
This project needed a quick turnaround, with the goal of producing ten main commercials and over three dozen short social media videos that seamlessly blended storytelling with sales messaging. It was important that these commercials stand out within the crowded oral care market, so getting the tone and execution just right was key. On top of that, working with children added an extra layer of complexity, requiring close collaboration with the New Jersey Department of Labor. The adults campaign also required extensive pre-production planning for a special effects scene. Despite these challenges, the process went smoothly, leaving everyone involved smiling.
For the adolescent market, where licensed cartoons are the epitome of oral healthcare excitement, the child actors had to identify with the themes of each commercial — especially for the Paw Patrol, Miraculous and Elmo themed commercials. Due to the regulations and scheduling, Awakened Films had only 90 minutes to work with each child, so a group of children were hired to fill the two days of commercial video production here in New Jersey.
To manage short attention spans, nap times, and the overall demeanor of the kids, Awakened Films had chill-spaces set aside for them to play, rest, and enjoy snacks. Additionally, small breaks and fun rehearsal games offered their ‘TV family’ a great opportunity to bond.
Here is an example one of the Orajel Kids campaign’s finished commercials:
To resonate with Orajel’s adult market, which often delays dental visits, the approach began with selecting a relatable “everyday family” over the traditional image of flawless smiles. The narrative leaned towards diverse representation, aiming to foster trust, and position Orajel as a relatable household brand. From casting to location scouting to production, Awakened Films balanced polished visuals with authenticity, ensuring the final product felt genuine and accessible to the intended audience.
"The commercials pushed the company's in-store sales to a level that exceeded initial expectations. Awakened Films, our New Jersey Video Production partner, collaborated seamlessly with the client and delivered on all of their requirements."
Anthony Torre, Co_Founder
Spitball
Our team created a variety of commercials, branded content and social media videos that were pushed throughout the year. The parent company of Orajel, Church & Dwight, also expanded its market share by tapping into the Spanish market with iterative spots in multiple languages.
For Orajel Kids, our New Jersey Commercial Production Company provided the brand team with eight ‘anchor’ commercials between 15 to 30 seconds with an additional 6-second cutdown of each — including vertical, square, and horizontal social variants.
These commercials were designed in such a way as to achieve brand reach and specific KPI’s within each product vertical. Key roll outs included the characters of Elmo, Paw Patrol, & Miraculous, as well as seasonal specific themes based around fall, winter, spring and summer.
The adult Orajel commercials focused on everyday situations where oral pain problems and tooth sensitivity might be encountered. Awakened Films employed a creative approach to illustrate the negative power of pain, positioning the client’s product as the hero of the spots. The first commercial takes place in an eat-in-kitchen, where a multigenerational family is celebrating a birthday.
The production team tested and planned for the main special effects shot where time is “frozen”. This advanced planning ensured that everything ran smoothly during production, and there was nothing left to chance in post-production.
The second Orajel adults commercial captured a group of friends having coffee together, another relatable visual for our target audience. These commercials were so successful that Awakened Films was tasked to create additional call-to-action graphics with new voice over / music combinations for additional ad-spends. This work included Spanish audience deliverables, allowing for an additional three runs of the campaigns.
Our New Jersey production team delivered the video content within budget all the while providing a multitude of variety. In both sets of campaigns for children and adults, the approach was relatable and storytelling was actionable, creating a large return on investment for our client.
Awakened Films left everyone happy with the outcome — painless smiles for all 🙂
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