Procter & Gamble promoted its range of Glide dental floss with a range of print advertisements using typography to illustrate the need for dental hygiene. Each print advertisement offers a positive prospect along with reality that could ruin chances. My girlfriend – a guy named Bob. Music – boy bands. Big Night Out – 9 am meeting. Sleeping – Garbage Truck. New Sports Car – My Son’s Education. Manhattan – The Rent. The campaign was used to promote Crest in the UK.
The Glide Dental Floss campaign was developed at Saatchi & Saatchi New York, by executive creative directors Tony Granger, Jan Jacobs and Leo Premutico, creative director Alison Gragnano, art director Menno Kluin and copywriter Icaro Doria, typographer Michael Perry, photographer Jenny Van Sommers and digital artists Aaron Padin and Yan Apostolides.
The campaign was part of the portfolio that won Saatchi & Saatchi New York agency of the year at the Clio Awards in May 2007.