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

CP+B's comic set pieces

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.

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?

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.

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

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.