Lightborne Directs & Animates Hasbro's New Tooth Tunes Spot Featuring KISS

Brushing your teeth doesn't have to be a dull experience.

In a new spot, Hasbro introduces Tooth Tunes, a groundbreaking musical toothbrush for kids.

Motion design and production collective Lightborne was tapped by ad agency WonderGroup to create the ambitious CG and animation in the spot, which features KISS' "Rock and Roll All Nite."

The eye-catching spot, "Revolution," features a totalitarian Orwellian world where we see hundreds of kids mundanely brushing their teeth as an oppressive "Big Brother battle-ax" keeps time from a projection screen.

In an act of rebellion, a heroic boy appears, holding up the new Tooth Tunes brush.

As he turns it on, a sound wave appears from the brush and transforms the old environment into a state-of-the-art concert arena trimmed with an animated rave display as we hear, "Rock and Roll All Nite." Released from bondage, the kids go wild with excitement as they brush and rock out to KISS in front of high-tech projection screens displaying colorful graphics.

"When the boards came in I felt that this project was a perfect match for us," explains Scott Durban, Lightborne Executive Producer.

"It needed live-action direction coupled with design and visual effects."

With the help of Lightborne VFX Supervisor David Lombardi, a pre-visualization animatic of the entire spot was created in CG