Creativity

Crest's Clever Ads Play With Text and Film to Show 3D Strips' Whitening Powers

Flashing a Smile Makes a World of Difference

Published on Apr 30, 2015

Editor's Pick

Hispanic agency Conill came up with a simple, yet surprising way to illustrate the tooth brightening power of Crest 3D Whitestrips. A pair of spots shows a man in familiar scenarios -- hitting on a woman at a party, and asking his boss for a raise. It appears as if things didn't go his way, and text that appears on the screen suggests as much:

"Of course, he was not going to get her number."

"Clearly, he was not going to get the raise."

But all of a sudden, the man flashes his pearly whites, causing the "not" in each line to disappear, and proving "you can get anything with a white smile."

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About

Credits

Date
Apr 30, 2015
Agency:
Conill
Client:
Crest
SVP, Chief Creative Officer:
Javier Campopiano
VP, Executive Creative Direction:
Hernan Cerdeiro
VP, Executive Creative Direction:
Diego Yurkievich
Copywriter/Associate Creative Director:
Juan Cruz Vassallo
Art Director/Associate Creative Director:
Hernan Pettinaroli
VP, Director of Integrated Production:
Rodrigo Vargas
Production Manager:
Allan Rivera
VP, General Manager:
Jasper Nelissen
VP, Client Services Director:
Beatriz Del Amo
Social Media Supervisor:
Juan Pablo Garcia
VP Group Planning Director:
Tom Lanktree
Project Manager:
Katia Quiñones
Director:
Jorge Colón
Production House:
Letca Films
Post Production House:
Moving Forward Studios – Leo Lovera
Music:
Personal Music
Composer:
Alexis Estiz
Sound Design:
Luis Gomez

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