P&G: Crest Toothpaste, 1950s-1960s

Genre: Commercial

Year Published: 1950s to 1960s

Creator: Procter and Gamble D'Arcy Masius Benton & Bowles (DMB&B)

Format: 16mm

Description: Transcription: Narrator These cameras are filming something totally new 0:01 to television. A group of mothers, like yourselves, 0:03 candidly discussing children's dental problems. 0:05 Their conversation is spontaneous and unrehearsed. 0:08 - We've used almost everything. 0:11 Every kind of toothpaste, I think. 0:13 - I always try to get a name brand. Usually what's on sale. 0:16 Interviewer Does anyone feel that toothpaste 0:21 can help reduce cavities? 0:23 - I feel very strongly about it because 0:25 I have almost proved it in my own family 0:27 with changing toothpaste. 0:31 I would say it was about three years ago 0:33 that we changed to Crest. 0:35 Interviewer Why did you change to Crest? 0:36 - Because it had fluoristan 0:38 which the toothpaste I was using at the time didn't have. 0:41 So I switched to the Crest. 0:44 Interviewer And you feel that it worked? 0:46 - It seems to me that the toothpaste is doing something. 0:47 It's something, and that's the only thing that I changed. 0:50 Interviewer Have any of you 0:53 ever asked your dentist about Crest? 0:54 - He told me that he used it 0:56 and he didn't like to recommend it, just saying use Crest, 0:57 this is going to cure all your problems, 1:01 but he did say he used it and his children used it. 1:03 So that was good enough for me. 1:06 Narrator During this discussion 1:08 these ladies referred to this fact: 1:09 Crest is the only toothpaste recognized 1:11 effective against cavities 1:13 by the American Dental Association. 1:15 Their therapeutics counsel says Crest has been shown 1:18 to be an effective decay-preventive dentifrice 1:21 that can be of significant value when used 1:23 in a conscientiously applied program of oral hygiene 1:26 and regular professional care. 1:28 - That's why I started to use Crest. 1:30 Interviewer What would you say is important 1:33 in a complete program for good dental health? 1:34 - Proper brushing, regular checkups, and proper foods. 1:37 That's about it, I suppose. 1:43 However, after hearing all this fact today, 1:44 I may be persuaded to use Crest from now on. 1:48 Narrator Shouldn't Crest be part 1:51 of your family's dental program? 1:52 Crest, proved effective against cavities 1:54 in 10 years of tests. 1:57

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