No one likes brushing their teeth, especially kids. But unlike adults, who understand the consequences of bad oral hygiene (ever had a root canal?), kids will do just about anything to avoid 60 seconds of perceived torture.

Enter: Fun. Flash. Firefly®. Those three "F"s are the ABC's of good oral hygiene for kids and a lifetime of healthy smiles.

It’s also the reason why Dr. Fresh (President of Dr. Fresh, Inc. which owns Binaca® and Infectiguard™), with the help of his young daughter, invented FireFly®...the colorful light up toothbrush that flashes for 60 seconds (the length of time dentists say is required to thoroughly brush each arch). Firefly’s® unique timed light system educates and promotes compliance in children leading to proper lifelong brushing habits. With soft DuPont bristles and a comfortable handle grip, it’s no wonder that Firefly® is the number one selling kids' toothbrush in the country.

Create a 30 second Video for Firefly® demonstrating the product’s ability to get kids to brush their teeth and develop healthy lifelong brushing habits.

--Target Audience: Parents of young children.

--Key Messages: Firefly is fun and makes kids want to brush their teeth. Flashes for 60 seconds, then turns off automatically. Firefly is the best selling kids toothbrush in the country. Batteries included (last for the life of the toothbrush). Comfortable handle grip. Soft bristles.

This contest will be worth a total of $10,000 and consist of three phases so there’s a place for all of you creatives to contribute, regardless of your skill set.

PHASE 1: TAGLINE – In ten words or less, give us your best tagline for the Firefly® toothbrush. Remember, the goal of a tagline is to create a memorable phrase that will sum up the tone, premise and benefits of Firefly®. A great tagline is concise, direct and will get stuck in people’s heads. When you are ready to submit your tagline, write it in the “title” field of the submission box and use the “idea” box to briefly explain it. The five best taglines will receive cash prizes in addition to a 5% residual if your tagline is used in one of the five winning videos. 

PHASE 2: BUMPER ANIMATION – Create a short (5-10 second) animated “bumper” that will be made available to Video creators to incorporate into the end of their submissions. These animations should be creative, original and able to stand on their own.  You may base your animation off of one of the winning taglines.  Your bumper can, but does not have to include sound. 

As always, be sure to read all of the requirement before you begin working. Firefly® Toothbrushes are available at your local Target, Walmart, Walgreens, and online at drugstore.com 

1. Videos MUST not exceed thirty (30) seconds in total length. Preferred format is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX.

2. Bumpers MUST not exceed ten (10) seconds in length. Preferred format is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX.

3. All work must be your own and free of any copyrighted material.

4. Videos MUST mention the brand name a minimum of two (2) times.  Also, you must show the Firefly® logo for a minimum of three (3) seconds total on screen. One of those times should be the end title/frames of the video. You can choose from any of the logos provided on the PROJECT FILES link on this page.

5. Bumpers MUST include the Firefly® logo. You can choose from any of the logos provided on the PROJECT FILES link on this page.

6. If you choose to utilize one of the Winning Bumpers in your Video, you may ignore Requirement #4.

7. Videos MUST portray the Firefly® toothbrush in use. For a free product sample, send caleb@tongal.com an email with “Firefly Sample” in the subject line and your name and mailing address in the email body.

8. Videos cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Firefly®.

9. Videos must not portray Firefly® in a negative way, the determination of which will solely reside with Firefly®.

10. Videos must be in the English language or subtitled.

11. Limit four (4) submission(s) per member, per phase.

12. You must be at least 13 years of age to enter.

13. Minimum ten (10) Videos or the contest will repost for seven (7) days.