Dentists Are Heroes, Not Villains, in Fun Ads for Aspen Dental That Won't Hurt a Bit

Going to get a cavity filled doesn't have to traumatize your wallet, says a new campaign from oral care chain Aspen Dental. Two new ads, created by CP+B Miami, make that case using humorous—if somewhat nonsensical—set pieces. [kickout id="1"] In one, a dentist karate chops a bank robber, knocking the criminal out mid-heist. A mob of cynical customers assume the holdup is still on, and start throwing their wallets at the dentist. Because dentists might as well be thieves, right? [kickout id="2"] In the other, a handful of office drones find themselves stuck in an elevator, calling for help. When the same drill-slinging spokesman shows up to lend a hand, they naturally recoil. In both scenarios, the overeager dentist is happy to explain Aspen does things differently—offering generally low prices, and deals on dentures. Plus, everyone still gets a free toothbrush. Even the comatose bank robber. "Dentistry has long been a category tainted by fear and mistrust," says Alexis Cardona, svp of marketing and advertising at Aspen Dental Management Inc. "This new campaign is designed to tackle misperceptions and pain points about dentistry, upending convention and using humor and creativity to shine the spotlight on how dentists at Aspen Dental are making dentistry easier for their patients." It's a simple and fun-enough way for Aspen to make a point that—like the brand's services—is dull but essential. Even so, some consumers might still find themselves more willing to pay a premium so as to not be followed around by a friendly man in a white coat desperate to supplant cops and firefighters while trying to persuade you to let him stick his hands—and a couple stray power tools—in your mouth. CREDITS Client: Aspen Dental Agency: CP+B Miami Executive Creative Director: Tom Adams VP/ Creative Director (CW): Graham McCann Creative Director (AD): Marcus Kawamura Sr. Art Director: Eliana Ferrer Sr. Copywriter: Jeff Hodgson VP Director Of Video Production: Kate Hildebrant VP Director Of Content Production: Sloan Schroeder Producer: Autumn Hines Jr. Producer: Katie Frank VP/ Group Account Director: Marci Miller Account Director: Anne Catherine Feeney Content Supervisor: Evie Macias Content Manager: Leen Dahman VP/ Strategy Director: Samantha Alonso Sr. Strategist: Claudia Preston Project Manager: Clayton Lovell Sr. Business Affairs Manager: Lisa Gillies Production Company: Plus Productions Director: Jason Farrand Director Of Photography: Stöps Langensteiner VP/ Executive Producer: John McGarty Mix Company: Lime Studios Mix Executive Producer: Susie Boyajan Mix Engineer: Matt Miller Assistant: Lisa Mermelstein Music Company: Beacon Street Music Company Executive Producer: Leslie DiLullo Music Company Composers: John Nau, Andrew Feltenstein Tracks: Bank spot – "alarming" and Elevator spot – "birdinhand" Sound Design Company: Lime Studios Sound Designer: Matt Miller Music Supervisors (Agency): Andy Hamm Telecine Company & City: Company 3 Telecine Senior Producer: Katie Andrews Senior Colorist: Stefan Sonnefeld Editorial Company: Plus Productions Editor: Andrew Ratzlaff Assistant Editor: Derrick Monks Editorial Executive Producer: Dre Krichevsky Editorial Producer: Kate Swenson Post EFX Production Company: Method Studios Flame Artist: Kelly Bumbarger Producer: Julia Paskert Post Sr. Executive Producer: Robert Owens

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Dentists Are Heroes, Not Villains, in Fun Ads for Aspen Dental That Won't Hurt a Bit

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