Invisalign endorses buck-toothed Ming Jai in first viral video

The quality of a smile can make or break a situation, and often in comedic way.

That is the message conveyed in Invisalign’s first viral video featuring YouTube celebrity Ming Jai, targeting the young.

By incorporating humourous videos with local celebrity guest appearances and shrewd online marketing distribution, Invisalign’s ‘Key Moments’ campaign, led by Burson-Marsteller Hong Kong and produced by PacificLink iMedia Group, highlights the critical situations where bad teeth can hinder a positive first impression.

Running until 2 July, the campaign marks the brand's first attempt to appeal more directly to real life challenges of consumers.

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“This is our first attempt to push viral videos," Rebecca Luk, marketing manager of Invisalign Hong Kong, told Marketing.

“We wanted to tap into the human-interest side of having imperfect teeth via a light-hearted approach.

“As self-esteem is a huge factor in people choosing to use our product, the campaign hinged on the insight that first impression is key moment to have long-term effects on relationship, and people are motivated to improve their smiles because it can help them feel more confident in all sorts of everyday situations.

"Through digital media, we are now more easily able to appeal to these powerful incentives, and to be funny about it,” she added.

As part of the campaign, the three Ming Jai video collaborations have been uploaded to a mini-site along with a script writing contest to tie-in with the videos.