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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
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