Grey Shows Pro Gridder’s Sensitive Side

NEW YORK Green Bay Packers quarterback Brett Favre will star in an ad campaign for Sensodyne toothpaste in which he explains that he uses the product because it helps “tackle [my] problem of having sensitive teeth.”

The effort, “Experts,” via Grey Worldwide, New York, is the first time the GlaxoSmithKline Consumer Healthcare product is using a celebrity spokesperson. The campaign includes a 30-, 15- and 10-second TV spot breaking this week on network, syndicated and cable TV. Favre will also be featured in print, freestanding inserts, point-of-purchase, professional dental and patient collateral, and consumer promotional efforts scheduled for later this year, according to the client.

In the campaign, Favre explains how he received the same expert advice given by nine out of 10 dentists nationwide to their patients who suffer the discomfort of sensitive teeth: Pick up a tube of Sensodyne toothpaste. “When an expert recommends something, I listen, like to my trainer for the right workout or to my accountant for the right tax tips,” Favre says in the spot. “So when my dentist recommends Sensodyne, I know it’s the right toothpaste for my sensitive teeth.” He then identifies Sensodyne as “the trusted expert to stop pain.” The spot also points out that Sensodyne allows those with sensitive teeth to still get the enhanced whitening and tartar-control features they seek in a toothpaste.

The spot ends with Favre indulging in a freshly served cone of peach swirl recommended by an “expert” at his local ice cream shop.

Campaign spending was not given.

—Brandweek staff report