Whitening toothpaste Crest is presented as the means to difficult ends in a campaign with the tagline, “You can say anything with a smile”. In “Bulldozer” a demolition worker breaks the bad news to the boys on the playground, with a smile. In “Lice” a young man with a smile breaks the news to his partner that he is responsible for the problems they’re having with head lice. In “Pre Nup” a man and his lawyer talk the bride to be into signing a pre nup agreement, with a smile.
Click on the image below to play the Bulldozer video in YouTube
Click on the image below to play the Lice video in YouTube
Click on the image below to play the Pre Nup video in YouTube
The Crest campaign was developed at Saatchi & Saatchi New York, by executive creative director Gerry Graf, creative director Kerry Keenan, Alison Gragnano, copywriter Nathan Frank, art director Dan Lucey, agency producers Colin Pearsall, Maura Hurley, account supervisor Mollie Rosen, Christina Montero, Janet Thompson.
Editor was Ian Mackenzie at Mackenzie Cutler, NY. Sound was designed and arranged by Mark Healy.
The Crest campaign won a Gold Film Lion at Cannes International Advertising Festival 2008. What everyone wants to know is if Procter & Gamble actually took the gamble with this campaign and aired it.