A ‘Friendly’ Campaign

Medical Specialist BBK Unveils TV and Radio Effort for the Massachusetts Dental Society
BOSTON–Featuring a bear that cannot bite and a beaver that is unable to chew, the first advertising campaign from the Massachusetts Dental Society broke last week.
Created by BBK in Newton, Mass., the television and radio effort aims to position the organization as a consumer resource that provides answers to dental health questions, said client representative Margaret Quinlan. Ads use the tagline, “Make sure your dentist is a member.”
A 30-second television spot shows a beaver with stained, unhealthy teeth unable to chew on a small stick. The copy informs us that the creature “needs to see a dentist more often.” A second beaver is then shown carving wooden sculptures with his teeth. The copy reads, “Sees an MDS dentist regularly.”
The execution goes on to depict a similar scenario starring two bears. One bear with a toothache tries to puree a fish in a blender while another, with healthy teeth and gums, gnaws into a large fish.
BBK has also designed a Web site for the Natick, Mass.-based client. The site’s address is included in both radio and television spots.
Billings for the overall effort are in the six-figure range, according to BBK representative Stacey Minton.
“We think that it’s a friendly approach,” Quinlan said of the effort, which targets healthcare decision makers, primarily 20-50-year-old women. “Because [MDS] is a self-selected group, we believe what sets [members] apart is their commitment to the patient, to continuing dental education and to ethical treatment and sensitivity to the patients.”
The television commercial will run through the end of the week on network and cable stations throughout Massachusetts, including WCVB, WHDH, WBZ, New England Cable News, A&E, USA and Nickelodeon.
BBK’s creative team for the campaign included president Joan Bachenheimer, who acted as art director and creative director; copywriter Parke Fisler; and producer Bob Glover.
Medical marketing specialty shop BBK is one of New England’s hottest small agencies. The shop last year enjoyed a 23 percent increase in revenues and billings to $3.7 million and $15 million, respectively.