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Teeth Aren’t The Future

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If you’ll pardon the expression I’m sick to the back teeth of toothpaste adverts. I can’t believe that these aren’t being created by the same small number of companies who’ve created an unhealthy stranglehold over the dental hygiene market.

I can’t stand Sensodyne adverts with short interviews of dentists or guineau pigs shot from seemingly a thousand different adverts. Short case studies that showcase toothpaste as a life changing enamel pleasing messiah. Similarly, I’ll never cease to tire of ads from firms like Colgate where we see a team of intrepid scientists dutifully checking and rechecking results as an animated representation of Colgate bravely deflects food and drink from the tea. I use Colgate. I consider it my mission to make this heroic guardian suffer.

Compare this, if you will, with the treatment our eyes get in advertising. Unlike their mouthy equivalents eyecare adverts get lovely creative advertising and memorable slogans like “should have gone to specsavers”. Why must our teeth settle for second best?

In all seriousness, I find it strange that certain products or services slip into a rhythm in which seems to permeate that whole industries advertising. It’s when a company like Dove steps out from what we perceive as the advertising norm for that industry that they really start to stand out. I’m not advocating a “Campaign for Real Teethcare” or “hilarious” skits that involve people’s teeth being knocked out with a “Should Have used Aquafresh” tagline, but the brand that goes different I’d wager will steal quite a march on the rivals. Especially when their rival is still busy setting up a thousand different cameras in a dental surgery to capture that exact moment the teeth glint when the dentist smiles.


 

1 Comment »

  1. Fab blog post Workspace1! I’d like the enamel ones to get a better & more imaginative form of advertising too. I’d also love if a toothpaste advert didn’t use “squeaking clean” over the much nicer “squeaky clean”.

    Comment by Charlotte — November 14, 2012 @ 5:51 pm

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