NEW YORK Tom's of Maine embarked on a soft-spoken TV campaign for its toothpastes yesterday, breaking four spots that tout the company's all-natural ingredients and environmentally friendly corporate practices.
"Even though we are using 15-second spots, we wanted to slow the pacing and create thoughtful, quiet moments that engage Tom's audience in an intelligent dialogue," said Saul Dennis, a creative director at Siegel & Gale, the New York shop that created the ads. The independent has held the branding account for two years, creating strategy, positioning and Internet ads for Tom's, he said.
Dennis added that the company decided to pursue television for the first time to let the world know " 'It's not a bunch of hippies up in the barn,' as director of corporate communications Tom Janenda likes to say," said Dennis. "It's a real company with solid, substantial ways of doing things."
One spot shows moccasins padding through a garden before the camera pans to a pair of hands clipping peppermint from a shrub. A voiceover says, "You'll still find real peppermint in Tom's anti-cavity toothpaste, because you'll still find Tom at Tom's of Maine." Other commercials highlight the company's policies. One proclaims that while its toothpastes leave your mouth feeling fresh, "the fact that we don't test on animals leaves your conscience feeling clean." Another says that while the toothpastes help clean your mouth, the recycled packaging "fights pollution everywhere else."
All of the spots were shot in California by Omaha Pictures amidst evergreen trees and bright-blue skies. The agency may tie the spots to print and other work and is looking to extend the new tagline, "Naturally, it works," to other product advertising, Dennis said.
The ads will run during the next three months in the Providence, R.I., Portland, Maine, and Boston markets. The work will then roll out in the Midwest and the West Coast. Spending was undisclosed.