The Whole Tooth

To play on words or pun related to the mouth, teeth or gums goes untried in the Massachusetts Dental Society’s second annual series of low-budget radio spots.
Among the choice lines: “Some days can be a real grind” (in a spot on grinding one’s teeth) and “If you’re looking for someone to bond with, you can turn to us” (for the Find a Dentist program).
The tagline used across the series of 60-second ads: “When it comes to your teeth, you should really use your head.”
The effort was scripted by Dental Society staffer Scott Davis; buying chores were handled by Parkinson Media, Newton, Mass.
The campaign is part of an ongoing public awareness program from the Natick, Mass.-based