Oral-B has revealed TV presenter Emma Willis as its new ambassador.

She has been signed to promote the Procter & Gamble brand’s power brushes as part of an ongoing campaign.

Brand manager Alessio Martini said: “Emma is such a natural ambassador for Oral-B. Her signature white smile makes her a great fit for the messages that we are looking to get across to consumers that regimen oral care using a power brush is the best way to take care of your teeth at home.

“As a brand that is passionate about delivering the best in oral care, our main focus is to ensure that we are reaching out to as many consumers as possible. There’s enormous headroom for us to grow within this sector, and a key part of this is to ensure that retailers are offering a selection of toothbrushes and pastes at different price points and to suit different needs.

”We’re urging retailers to get behind our TV campaign by stocking up on Oral-B products to ensure they can meet the demand.”