The two-year six-figure deal will see TMI create an entire advertising campaign for Aquafresh brands - Milk Teeth for 0-3 years, Little Teeth for 4-6 and Big Teeth for 6+ - which will be rolled out across digital and terrestrial channels in the UK.
Using the iconic Aquafresh theme tune, TMI has updated the lyrics to create a song called the Nurdle Shmurdle song which highlights fun aspects of teeth brushing. A 'nurdle' is the quirky name for a squirt of toothpaste.
Set to go live on November 19th, a 90-second spot will play exclusively every night at 7pm on pre-school channel Cartoonito, the daily time when the channel ceases airing, promoting brushing teeth before bedtime. The slot has been secured for the entire two years.
The spot is in 3D animation, bringing to life the red, white and blue Aquafresh colours in the form of three nurdles called Billy, Lilly and Milky, who each represent one of the three age groups; and live action, with nine Aquafresh kids performing the accompanying dance to the Nurdle Shmurdle song.
"This is a huge deal which aptly exemplifies the broad scope of TMI," said Adam Eagle, director of sponsorship and promotions at Turner Media Innovations.
In addition, nine 30-second spots have been created using 3D animation and live action, which also incorporate the song and dance. As well as airing on Cartoonito and Boomerang, they will air on other channels to support Aquafresh's campaign.