• by Les Luchter , Yesterday

Disney’s movie sequel “Freakier Friday,” opening in theaters Aug. 8, stars Jamie Lee Curtis and Lindsay Lohan reprising their original mother/daughter body-swapping roles from 2003’s “Freaky Friday” remake, with 16-year-old Julia Butters joining the cast as their granddaughter/daughter.

Entertainment Weekly has reported that Jodie Foster, who played Lohan’s role in the original 1976 “Freaky Friday,” turned down a cameo appearance.

There will be a cameo, however -- by Butters’ Invisalign clear plastic dental aligners, making a product placement appearance during a bathroom scene.

Indeed, Butters’ character undergoes a “transformative moment when she clicks in her Invisalign aligners to get that boost of confidence she needs,” the brand says in a press release, with Butters adding, "For me, feeling confident is so important, both on and off screen.”

The “Freaky Friday” franchise’s themes of self-discovery and acceptance do seem to fit in well with Invisalign’s usual marketing message, as seen in its current campaign starring the NFL’s Patrick Mahomes.

“‘Freakier Friday’ presented a powerful opportunity to celebrate confidence and self-expression in people of all ages, from nostalgic movie fans to new generations discovering the magic of this beloved film," Invisalign’s marketing head Kamal Bhandal says in a statement.

Invisalign and Disney’s collaboration had actually launched i via a comprehensive marketing campaign in early July before the movie’s premiere. 

The effort is highlighted by a recreation of the move’s bathroom scene in a co-branded commercial that’s running in :15 and :30 versions on Disney+, Hulu, social media, online platforms, and in orthodontist offices.

Additional organic and paid social media content will include “behind-the-scenes looks, fun facts about the film, and information about Invisalign treatment, optimized by additional storytelling from Invisalign Smile Squad creator partners,” the brand says.

Two of those Smile Squad members – fashion/lifestyle influencer Vidya Gopalan and pre-teen influencer Taylen Biggs – will be on the red carpet at Tuesday’s “Freakier Friday” world premiere in Hollywood to interview celebrity attendees “about how their smiles increase confidence and self-expression,” Invisalign says.  

The campaign also includes a Snapchat AR lens, a social media sweepstakes, and a printed promo materials in doctors’ offices.

Agencies involved with the campaign include Publicis Groupe’s  Starcom Media and MSL.