Crest Ads: All the World's a Smile

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D’Arcy Campaign Repositions Toothpaste as Brand for ‘Real’ People
NEW YORK–Procter & Gamble is hoping to give consumers something to smile about in a new ad campaign for Crest toothpaste.
The estimated $45 million national TV and print campaign, which breaks today, positions the product as being for “real people with genuine smiles,” said Graham Woodall, executive creative director at D’Arcy Masius Benton & Bowles in New York.
One spot, called, “Faces,” shows shots of ordinary-looking folks, of various ethnicities, breaking into broad smiles that reveal healthy-looking, but slightly imperfect teeth.
“Inside each of us is a beautiful smile just waiting to burst out,” a male voiceover says.






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