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: Announcer These cameras are filming an unrehearsed, 0:01 two hour panel discussion on dental health. 0:03 Among other things, these mothers talked 0:05 about tooth brushing and toothpaste. 0:07 Let's listen to some excerpts about Crest 0:08 and the importance of dental health. 0:10 - And the one who is eight, no sooner did she get 0:12 a tooth in than it's got a hole in it. 0:14 - Do you think toothpaste can help? 0:16 - I feel, very frankly, that Crest has helped my children, 0:18 because in the first time we took him, 0:22 he had three cavities, and when we started using Crest, 0:24 he has had one cavity in the last year and a half 0:27 and Christy has had none. 0:30 - How did you start using Crest? 0:31 Did you see an ad- 0:33 - Because of, because of the advertising. 0:35 They usually have so much percentage fewer cavities 0:36 and they usually had two test groups, 0:40 one who brushed with Crest but without the fluoristan, 0:42 and brushed in exactly the same way. 0:46 And then, the other one who used the Crest formula. 0:48 - Well, something I have always wondered 0:51 about that advertisement was how did they know? 0:52 They didn't have those children locked up in a room 0:56 where they watched them every time they brushed their teeth. 0:59 How did they know that those kids all done it 1:01 just like they're supposed to? 1:03 - Well, don't you imagine these two test groups, 1:05 they got an equal number of those who probably 1:07 didn't stick to it as well as they should, 1:10 and one would balance out the other. 1:13 Announcer This lady is correct, 1:14 and because of such tests, Crest is the only toothpaste 1:15 recognized effective against cavities 1:18 by the American Dental Association. 1:20 Their Council on Dental Therapeutics says, 1:22 "Crest has been shown to be an effective 1:24 "decay-preventive dentifrice that can be 1:27 "of significant value when used 1:28 "in a conscientiously applied program 1:30 "of oral hygiene and regular professional care." 1:32 - I think you've got to give them a good diet. 1:35 - What else is important for good dental health? 1:37 - Learning the proper way of brushing 1:40 and the regular checkup and then, 1:43 use the best dentifrice that is available 1:45 that will cut down the cavities, 1:50 which, personally, I feel is Crest. 1:51 Announcer Shouldn't your family be using Crest, 1:54 the toothpaste for families who want fewer cavities? 1:56

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