When we were engaged to help sell Malpractice One through commercials for their website and landing page we decided to use comedy in the creative for two reasons. Dental malpractice is not exactly an exciting topic and neither is insurance which is what the app sells. Users can simultaneously browse several dental insurance policies to find the best policy and price. We wanted to make the topic entertaining to get individuals to watch the video increasing their odds of purchasing the service. Secondly, dental malpractice has a negative connotation and is not a situation a dentist would like to find themselves in. Utilizing comedy helps us combat these two facts presenting the topic in a fun and exciting way. The key to these comedic commercials being successful is the directing and the wonderful performances from the actors. We’re fortunate to have access to the best directors and actors in the industry as seen by the many laughs to be had in this commercial.