Anybody who's ever faced a steep orthodontic or dental bill might be tempted to try much cheaper, direct-to-consumer options that promise the same treatment from the comfort of your home--especially in the midst of a pandemic.

But a new series of parody videos from the American Association of Orthodontists warns people to be wary of the effectiveness of such home remedies. The ads specifically call out companies like SmileDirectClub---the ads' satirical "Happy Mouth Now" seems to be a clear reference--that offer to straighten your teeth via mail-in molds and equipment.

The campaign aims to serve as a reminder that even in an era of quarantine haircuts and forced DIY, some things are better left to professionals.

Patrick Kulp
Emerging Tech Reporter, Adweek
patrick.kulp@adweek.com

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