P&G: Crest Toothpaste, 1960s

Genre: Commercial

Year Published: 1960s

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

Format: 16mm

Description: Transcription: Mr. Cameron Susan, let's see how fast 0:01 you can find your sister Cynthia in this picture. 0:02 - Uh, there. 0:05 - Right, Susan. 0:07 This is the Bartlett family. 0:09 Cynthia here is in this picture because she took part 0:11 in an unusual test. 0:14 One of the tests that's made it possible 0:15 for you to use the first toothpaste 0:17 that's shown it reduces cavities. 0:19 This toothpaste, Crest. 0:22 Cynthia, how'd it happen? 0:24 - We were in school and they asked us 0:26 to be in a toothpaste test. 0:27 Mr. Cameron Tell me, what were your feelings 0:29 at the time, Mrs. Bartlett? 0:30 - Oh, that all toothpastes were pretty much alike, 0:31 but if one could show that it reduced cavities 0:34 a test like this would certainly be worthwhile. 0:37 - Cynthia, tell us how the test was set up. 0:40 - Well this picture shows there were two groups. 0:42 One used Crest, the other used a control toothpaste. 0:45 I'm over here on the Crest side. 0:47 Mr. Cameron Who ran your test, Cynthia? 0:49 - Dentists, they told everyone to brush as usual. 0:51 Mr. Cameron What result? 0:53 - 49% fewer cavities with Crest after a year. 0:54 - Still think all toothpastes are alike, Mrs. Bartlett? 0:57 - Well, we all use Crest now. 1:00 That speaks for itself. 1:02 - What's the reason for the Crest results? 1:04 Fluoristan. 1:07 Crest with fluoristan is so effective 1:08 it has reduced cavities 21 to 49% in independent tests. 1:10 This special Crest formula strengthens tooth enamel 1:16 every time you brush, 1:19 and the results are so significant 1:21 they have been reported in these dental journals. 1:23 So make it a habit to follow good dental rules 1:25 and use Crest. 1:28 Make sense to you, Mrs. Bartlett? 1:30 - Definitely, both a dental health program and Crest. 1:31 - And what is a dental health program? 1:36 Do you know, Susan? 1:38 - Brush properly. 1:39 Mr. Cameron What else, Sally? 1:40 - Have regular checkups. 1:41 Mr. Cameron Cynthia? 1:43 - Watch those between meal treats. 1:43 - And use Crest. 1:45 Crest is not a cure-all, so don't expect miracles, 1:48 but do expect fewer cavities with Crest. 1:52 The only toothpaste with fluoristan. 1:54 Tested and found effective. 1:57 - Come in and meet the Roberts, 2:06 a family that helped your family reduce cavities 2:07 with a toothpaste. 2:10 This one, Crest. 2:11 How, Mrs. Roberts? 2:13 - We let Carol test toothpaste. 2:14 - With hundreds of other kids, Mr. Cameron. 2:17 See, here's our test group. 2:19 Half used control toothpaste, half used Crest. 2:21 We all brushed as usual. 2:24 Mr. Cameron Tell us how your test came out. 2:26 - 36% fewer cavities with Crest after one year. 2:27 - Fewer cavities because of Crest with fluoristan. 2:31 Only Crest has fluoristan. 2:34 So different Crest is patented. 2:36 So effective it's reduced cavities 21 to 49% in tests, 2:38 tests documented in dental journals. 2:43 How did you feel when you heard the results, Mrs. Roberts? 2:45 - Delighted, our whole family is using Crest now. 2:48 - Help your family to fewer cavities. 2:52 Remember what nine years of tests like Carol's showed, 2:54 21 to 49% fewer cavities with Crest. 2:57

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