Tom's of Maine launched its first TV spots last week to inform consumers that "it's not a bunch of hippies up in the barn," said Saul Dennis, a creative director at independent Siegel & Gale in New York, which created the work. The 15-second spots tout the company's all-natural ingredients and environmentally friendly practices. In one ad, CEO Tom Chappel is shown cutting peppermint stems, an ingredient in the company's toothpaste. The spots will run in New England and roll out later in the Midwest and West. Spending was undisclosed.