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 California women are about to discuss 0:01 a subject of importance to every American mother. 0:03 Here behind the scenes, 0:07 cameras are filming their discussion so you can hear it. 0:08 It's completely spontaneous and unrehearsed. 0:12 - There wasn't a cavity in their mouth 0:15 until let's see, we get the teens 0:16 and all of a sudden we're 0:18 regular customers at the dentist's office. 0:19 Moderator What kind of toothpaste do you use? 0:22 - I'm a great brand switcher in everything. 0:24 - Well, we have used Crest just about, 0:27 oh I would imagine, very close to 0:30 the time that it was first marketed. 0:32 - When you have children 0:35 and you begin to worry about their cavities 0:37 you become a little more objective in what you choose. 0:38 Moderator Did you change to crest too? 0:42 - Yes, it was after I had watched 0:44 the commercial on TV. 0:47 It said, if you use Crest you have fewer cavities 0:49 and that's for me. 0:52 I don't feel that their toothpaste 0:54 will do everything for you, but that, 0:56 - If used correctly. 0:58 Moderator What do they mean by that? 0:59 - Brush your teeth regularly. 1:00 See your dentist regularly. 1:02 Watch your diet. 1:03 Moderator Do you remember anything else 1:04 about Crest advertising? 1:06 - Well and when they seem to offer proof 1:08 with these people who had been trying it for two years 1:10 that the rate of cavities had decreased. 1:14 Narrator The test this lady refers to 1:19 has been going on for 10 years. 1:22 That's why Crest is the only toothpaste recognized effective 1:23 against cavities by the American Dental Association. 1:26 Their therapeutics council says, 1:29 Crest has been shown to be an effective 1:31 decay preventive dentifrice 1:33 that can be of significant value 1:35 when used in a conscientiously applied program 1:36 of oral hygiene and regular professional care. 1:39 - But they went to the dentist recently 1:42 and they haven't had any cavities. 1:45 So whether it's because of this, I don't know. 1:46 - I guess I'll change toothpaste. 1:49 Narrator If your family is not using Crest, 1:51 shouldn't you change toothpaste too? 1:52 Crest, proved effective against cavities 1:55 in 10 years of tests. 1:58

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