Brothers and Sisters hired for new Denplan TV campaign

Brothers and Sisters has won a new contract with Denplan, the dental payment plan specialist business owned by Simplyhealth.

The agency won the account following a three-way pitch run by Oystercatchers, with no incumbent agency in place. The client has selected Brothers and Sisters as its creative agency partner as it seeks to develop a new TV advertising push, reports Campaign.

Denplan aims to position itself at the heart of family dentistry and create a campaign that will highlight the importance of preventative oral health to the public, as well as the benefits of spreading the cost of private dental care.

Brothers and Sisters pitched an idea that will focus on getting people to love their teeth and be confident with their smile, which helped win them the contract.

Matthew Charlton, chief executive of Brothers and Sisters, said: "Despite it being an incredibly important health product, it is a low-interest category to consumers, so as an agency we have to do really high-interest work to cut through."