Smile at the world billboard

This billboard from Smile at the World Orthodontics is pure marketing gold. It reads: “Best time ever to get braces!” with a masked-up girl smiling underneath. It’s clever, funny, and perfectly timed.

Marketing analysis

They took a cultural moment (everyone wearing masks) and flipped it into a selling point. Instead of ignoring reality, they leaned into it with humor and timing—key ingredients for viral marketing.

Why it works

• Taps into current events
• Uses humor to disarm and engage
• Turns a potential negative (braces visibility) into a positive
• Easy to understand in two seconds flat

Examples

• Liquid Death’s “Murder Your Thirst” flips boring water into edgy fun.
• Dollar Shave Club launched with humor about overpriced razor blades.
• Poo-Pourri made bathroom talk funny and relatable on YouTube.