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: Narrator The place: Boston, Massachusetts. 0:01 The guests: a group of typical American mothers. 0:03 The occasion: an informal round table discussion. 0:05 Behind the scenes, movie cameras filmed the discussion 0:07 so you could hear selected excerpts. 0:10 Listen. 0:12 - It was nice to go and have the dentist pat you on the back 0:13 and say, "Good work. Your teeth are fine." 0:16 Interviewer Well, how can you help your family 0:18 have good teeth? 0:20 - Watching what your children eat, proper brushing, 0:21 and taking them to the dentist. 0:24 Interviewer Do you think toothpaste can help? 0:26 - A year ago, I didn't think so, 0:28 but now I really do. 0:29 I haven't changed my habits. 0:32 The only thing we've changed is the toothpaste. 0:33 This year, the little fella, only one cavity. 0:36 "Yippee!" he says. 0:39 "We'll always use Crest!" 0:40 (mothers laugh) 0:42 - The Crest commercial, it says, 0:43 "Fewer cavities over a period of two years," or whatever. 0:45 If they said, "Tomorrow, their teeth will be better." 0:48 But they say in a year or two years. 0:51 So I don't project that fast. 0:53 - Well I think that Crest is being very honest 0:55 by not making a hasty claim and saying that, 0:58 "Well, tomorrow, your teeth will be much better." 1:00 Other mother That's true. 1:03 - Well, that's true, but I don't that. 1:04 Gee I use Crest today because two years from now 1:05 or a year from now 1:07 - Well I think perhaps because my children 1:08 seem to be much older. 1:11 It just seems suddenly they're older. 1:12 And I should have done this or that a few years back. 1:14 I wish I had thought of them on Crest 1:17 when it first came out so that I would see now 1:20 Other mother See the difference. 1:24 - I would see the difference that you 1:25 - With your own toothpaste, recognize that 1:26 Interviewer This mother is referring to the fact 1:32 that only Crest has recognized the effective 1:33 against cavities by the American dental association. 1:35 Their council on dental therapeutic says 1:38 Crest has been shown to be 1:40 an effective decay preventive dentifrice 1:41 that can be of significant value 1:43 when used in a conscientiously applied program 1:45 of oral hygiene and regular professional care. 1:47 - I said, well, that's it. 1:50 We're going to start on Crest now. 1:51 See what happens. 1:53 Narrator Shouldn't you start your family on crest? 1:54 Crest. 1:56 Proved effective against cavities in 11 years of tests. 1:57