SURI Unveils First TV campaign Under Brand Platform "Designed for Life" from JOAN London

Oct. 07, 2026

SURI, the trailblazer electric toothbrush brand, has launched "Good days", the first campaign under the new platform, ‘Designed for life’. The platform and campaign have been created and delivered by independent creative agency JOAN London to drive awareness among mainstream audiences.

The campaign comes to life across OOH and the brand’s debut appearance on TV, centred on the idea that great days start and end with SURI. Rooted in the insight that an intentional ritual, first and last, sets one up for everything the day puts them through, the hero film follows one woman’s daily routine and shines a light on those moments when having healthy teeth plays a pivotal role in having a great day. The story is grounded in two bookends showcasing the grounding moment of the protagonist using her SURI toothbrush before and after her busy day, highlighting the brush’s considered design. 

The work was made in collaboration with Danny&Loco, a directing duo consisting of Giannis Gripeos & Alexandros Pitoulis represented by My Accomplice. 

Together, the work aims to shift perceptions of SURI beyond sustainability, positioning it as a high-performance, design-led brand. The campaign aims to encourage consumers to rethink what they expect from their toothbrush, and cement SURI as a lifestyle choice.

The campaign launches across nationwide TV on the 4^th of October after SURI won Channel 4’s B Corp competition and secured free UK media, followed by  OOH on the London Underground and TfL network from 5th October. 

JOAN London developed the campaign following a competitive pitch, with its concept selected for its ability to challenge category conventions while staying true to SURI’s identity and supporting the brand’s long-term growth.

Nicky Vita, Head of Strategy at JOAN London, said: 

"SURI has already built an incredible brand. The opportunity now is to shift perceptions beyond sustainability and champion it as the challenger the category needs. From our very first conversations, we shared a clear ambition to create something that feels unmistakably SURI, while encouraging people to rethink what they expect from their toothbrush. We are so excited to see this platform out in the real world."

 

Ana Caeiro, Brand Director at SURI, added: 

"JOAN London quickly understood both where we are as a brand today and where we want to go next. The first minutes of your day set the tone for the rest, yet the toothbrush has always been an afterthought. JOAN helped us show why starting intentionally with SURI matters.”

 

Kate Gorrell, Creative Director at SURI added: 

“The team really understood the tone of the brand and the vision of where we want to take SURI with this first brand campaign. We have a very specific visual and tonal feel that makes us unique to the category, and JOAN have been great partners to make this vision a reality.” 

 

Thorbjørn Thomas Liljegren, Senior Creative: 

"We came to this project already fans of SURI, a brand that feels unusually human and genuine in the oral care category. We wanted to keep it that way, and to make this film with the same care and quality SURI puts into its products. We shot everything on analogue film, built the soundtrack from live music recordings and we made sure to keep the concept rooted in the simple truth that getting a SURI means you suddenly love brushing your teeth, which, very conveniently, gives you very good teeth."