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 Close up now on Mrs. Ronald Reagan, 0:01 who's sharing experiences with a special guest. 0:03 - Remember that unrehearsed round-table discussion 0:06 we saw a little while ago? 0:09 Did you recognize Mrs. Eshelman? 0:11 Joanne, how does it feel to be a television performer? 0:14 - Well, if I'd known our discussion was going to be on TV, 0:17 I think I would've worn a more slenderizing dress. 0:21 (Nancy laughs) 0:23 Well, suppose I start the film again, 0:24 and you tell us more about what happened that day. 0:26 (projector clicks on) 0:28 Joanne Well, as I say, 0:31 we didn't dream our discussion would wind up on television. 0:33 Nancy There you are on the left. 0:37 Joanne Uh-huh. 0:39 We just gave our candid opinions 0:40 and told about our own experiences in our own families. 0:41 Nancy Well, let's listen. 0:44 Those experiences may be helpful to all of us. 0:45 - Medicine chest has a tube with Crest in. 0:48 - Course, I'm very skeptical, 0:51 and I don't believe all these things that are said. 0:53 - Well, the Crest commercials... 0:58 I was quite impressed with their commercials 0:59 on the television, 1:02 because I felt that they went into more thoroughly... 1:03 But I felt they went to the trouble 1:06 of having a test here and a test here, 1:07 and this group taking... 1:10 - I'm not convinced they're true. 1:11 - You don't think they're true? 1:13 - Oh, I think they're true. 1:14 (panelists arguing) 1:15 The American Dental Association would back them up 1:16 if they were. 1:18 - I would think they would have to be true 1:18 before they could show something like that. 1:21 - Mrs. Reagan? They did prove it, didn't they? 1:23 - Well, they certainly did. 1:26 You can read the reports of the scientific tests 1:28 rights here in these dental journals. 1:30 - Didn't Crest run those tests? 1:32 - No. 1:33 The Crest people asked independent dental scientists 1:34 to conduct them, 1:36 so everyone could be sure the tests were completely fair 1:37 and unbiased. 1:40 And those years of clinical testing 1:42 are one reason why Crest is the only toothpaste 1:43 recognized effective against cavities 1:46 by the American Dental Association. 1:48 Their Therapeutics Council said: 1:51 "Crest has been shown 1:53 to be an effective decay-preventive dentifrice 1:54 that can be of significant value 1:56 when used in a conscientiously applied program 1:58 of oral hygiene and regular professional care." 2:01 Which means see your dentist regularly, 2:04 watch between-meal treats, 2:07 and brush often with Crest. 2:09 Crest: for families who want fewer cavities. 2:12

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