Disney’s sequel to “Freaky Friday” will be released on August 8th, starring Jamie Lee Curtis and Lindsay Lohan as the mother and daughter who swapped bodies in the 2003 remake. Sixteen-year-old Julia Butters has joined the cast as the granddaughter/daughter of their characters.
According to Entertainment Weekly, Jodie Foster, who played Lohan in the 1976 original, declined a cameo in the sequel. Despite this, the film still includes a product placement: Butters wears Invisalign clear aligners in a bathroom scene.
The brand stated in a press release that Butters’ character experiences “a transformational moment” and gains the confidence boost she needs after wearing the aligners.
Butters also stated that confidence is important to her “both on screen and in life.” The report noted that the “Freaky Friday” series’ themes of self-discovery and acceptance align well with Invisalign’s consistent marketing messages.
Invisalign’s head of marketing, Kamal Bhandal, said in a statement that the collaboration provides “an opportunity for self-expression” for audiences of all ages, appealing to both nostalgic fans and a new generation.
The Invisalign and Disney joint promotion launched in early July, prior to the film’s premiere. The core creative recreates a bathroom scene from the film and uses it in a co-branded ad. The ad, available in 15- and 30-second versions, will air on Disney+, Hulu, social media, online platforms, and in orthodontic offices.
The brand also plans to release a series of organic and paid social media content, including behind-the-scenes footage, anecdotes about the film, and information about Invisalign treatments, and will expand the storyline through creative partners called the “Invisalign Smile Squad.”
The brand stated that two members of the Smile Squad—fashion/lifestyle influencer Vidya Gopalan and teen influencer Taylen Biggs—will be on the red carpet at the world premiere in Hollywood on Tuesday to interview celebrities about how a smile can boost confidence and self-expression.
The marketing campaign, which also includes Snapchat augmented reality lenses, social media giveaways and print collateral for doctors’ offices, was promoted by agencies including Publicis Groupe’s Starcom and the public relations firm MSL.