Strong brand presence as an on-screen advertiser on the Radical Optimism Tour 2025
August 2025 – Dua Lipa is one of the most successful artists of our time and represents joie de vivre, optimism and confidence. bredent medical also represents these values in its brand philosophy. That’s why the company is proud to have been part of Dua Lipa’s Radical Optimism Tour 2025 in Hamburg, Munich and Milan as an on-screen advertiser.
With the motto “Smiles for a Lifetime”, bredent medical stands for high-quality, aesthetic and durable dental implants, thus underlining the long-term benefits and enhancement of quality of life offered by the company’s dental solutions. As part of Dua Lipa’s largest world tour to date, bredent medical communicated this message in an emotional way in a 30-second advertisement.
Joy of life in focus
The film deliberately dispenses with products and technical terms and is emotionally oriented directly towards the patient. It shows people of all ages who radiate joie de vivre and thus puts the focus on what bredent medical makes possible every day with its products and care concepts: quality of life, optimism and a healthy smile. The spots were shown on the main screens of the concert arenas as on-screen advertisements immediately before the artist’s performance. In addition to Hamburg and Munich, bredent medical was also present in front of an international audience in Milan at an impressive stadium show.
Brand presence reimagined
With this initiative, bredent medical is deliberately entering new communication channels. After all, advertising in the pop culture context of an international music star is exceptional in the dental industry and represents a modern and accessible brand identity that focuses on high quality of life.
“We want to reach people before they become patients. And all this in a positive and lively atmosphere full of energy and enthusiasm,” says René Črnjak, Head of Marketing and Communications at bredent medical. “This visibility strengthens trust in our brand and shows what we stand for – far beyond the medical context.”
With this campaign, the company has set a clear signal for future-oriented brand communication. It is close to the spirit of the times, bold in its appearance and always patient-oriented.
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