Creativity

Glide: Words to Floss By

Few things are easier to get stuck in your creative teeth than dental floss. Crest Glide certainly has a nice name — it almost sounds like a jet ski — but it's still just dental floss. So a big conceptual idea was called f

Published on Mar 16, 2007

Editor's Pick

Few things are easier to get stuck in your creative teeth than dental floss. Crest Glide certainly has a nice name — it almost sounds like a jet ski — but it's still just dental floss. So a big conceptual idea was called for in this print and wildposting campaign: "In life, beautiful things sometimes get ruined by not so beautiful things," explains Saatchi & Saatchi/New York writer Icaro Doria, much as red pepper or spinach will sabotage your smile. As for this lead ad, plans are under way to make it into a 3-D structure on the Brooklyn Heights Promenade, where the giant teeth can taunt Manhattanites who pay through the nose.

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About

Credits

Date
Mar 16, 2007
Chief Creative Officer:
Tony Granger
Executive Creative Director:
Jan Jacobs
Executive Creative Director:
Leo Premutico
Creative Director:
Alison Gragnano
Copywriter:
Icaro Doria
Art Director:
Menno Kluin
Photographer:
Jenny Van Sommers
Art Buyer:
Allison Taylor
Art Buyer:
Melissa Brezsky
Retoucher:
Aaron Padin
Retoucher:
Yan Apostolides
Client:
Crest Glide
Agency:
Saatchi & Saatchi New York

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