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NEW YORK Procter & Gamble will aim to catch consumers by surprise with a series of off-season election ads that urge consumers to select the next flavor of Crest Whitening Expressions toothpaste.
One spot in the $50 million-plus campaign, from Saatchi & Saatchi in New York, shows man-on-the-street interviews about the voting between Lemon Ice, Sweet Berry Punch and Tropica Exotica that plays off last year’s election. “If Sweet Berry Punch wins, me and my friends are moving to Canada,” one woman exclaims.
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