As the tagline Love is Organic indicates, this is 100% naturally derived oral care product containing the world’s first patented natural antibacterial agent, making it safe even when swallowed by mistake.

The toothpaste therefore can be used by a broad range of people regardless of their age or physical condition.

ORALPEACE, a groundbreaking oral care brand, formulated with 100% naturally derived anti-bacterial agent that is safe for babies and the elderly. With the theme of its brand philosophy, “love for one’s precious family,” family ties over the course of fifty years are depicted through frame by frame video featuring a toothbrush which is an icon of daily life. The happiness of repeating normal days over generations and the fleetingness of the transient nature of time with family are expressed through this “story of a washroom.” In order to reproduce the family’s history, more than 1200 still images were taken and approximately 680 types of lighting were used. The art set was also carefully created to match each decade of the story.

In Japan, the Pharmaceutical Affairs Law dictates how drugs and medical equipment are used, and the expressions used in advertising are strictly regulated.

Advertisements are forbidden from containing expressions referring to unsubstantiated data. Violation of this rule is subject to penalty. This rule is applied to all types of media.

In order to tell that ORALPEACE is protecting the love of family, the time-lapse frame by frame technique was used to faithfully show the family’s 50 years of history in a charming way. The art set was also carefully created and detailed props were prepared to match each era of a boarding house in the 1950s, own house, and after renovation of the house. Almost 250 toothbrushes were used to represent as the members of the family. Also, in order to express the time passage with light, approximately 680 types of lightings were used. Uncompromised knowledge and techniques of the filming crew are condensed in this short film.