Sensodyne sponsors Made In Chelsea

The challenge was simple: how do you make a brand built around sensitivity feel at home in a show where absolutely nobody is?

Turns out, Made In Chelsea is full of sensitive moments. Just not always the dental kind.

So we created idents that looked and felt like scenes lifted straight from the programme. A garden party gone awkward. A difficult date, and, of course, a glass of champagne arriving at exactly the wrong moment for sensitive teeth. Each story playfully paired social discomfort with a classic Sensodyne moment.

Across four recognisable Chelsea settings – a gym, a date, a house party and a garden party – we created 21 idents in a single day’s shoot, giving the sponsorship enough material to keep the campaign fresh for a full year.

Proof that when a brand and a programme talk about the same issues, the creative solution tends to look effortless.

all things: making sensitive subjects surprisingly entertaining.