Signal has long been a household name in Egypt, part of Unilever’s global oral care portfolio and a fixture in the market for decades. The brand has carved its reputation on accessibility and trust, shaping itself as the toothpaste that delivers results without posturing as luxury. For the past year, Signal has kept its presence alive across Cairo’s billboards, and its latest White Now campaign picks up that legacy with a confident, pared-back approach. On the road, the billboards read like a snapshot you could imagine in real life. A woman smiling wide, lipstick bold, teeth brighter, becomes the centerpiece, almost like catching a moment of laughter out of the corner of your eye in traffic. That energy sets the tone: everyday, authentic, instantly relatable. The product sits right beside her, tube angled slightly forward, while the promise is spelled out without fus:s “3X whiter instantly.” It feels less like an ad shouting for attention and more like a reminder, slipping easily into the rhythm of the commute. Visually, the creative direction holds discipline. The navy backdrop gives the smile room to glow, while metallic accents frame the copy with a subtle premium touch. The contrast between the deep background and the stark whites amplifies the claim, making the transformation almost tangible. To capture more information about Signal campaigns, visit MOOH, the monitoring out-of-home intelligence data provider in Cairo & Dubai.
