P&G: Crest Toothpaste, 1950s-1960s

Genre: Commercial

Year Published: 1950s to 1960s

Creator: Procter and Gamble D'Arcy Masius Benton & Bowles (DMB&B)

Format: 16mm

Description: Transcription: - Meet Mary Susan Lefever. 0:01 One of her parents took part in a toothpaste test 0:03 that showed Crest reduces cavities. 0:05 Can you tell who it was? 0:07 Let's ask Mary Susan. 0:09 - My daddy. 0:10 - (laughs) good girl. When was the test, Mr. Lefevre? 0:11 - When I was a student at Indiana University. 0:14 - How'd your group make out? 0:16 - Not as well as the other group. 0:17 - Because? 0:19 - We used regular toothpaste. 0:19 - While the others used Crest. 0:21 Now here's the story filmed at the university. 0:23 On this side, they used regular toothpaste 0:27 and over here they use Crest. 0:30 Mr. McLean, did anyone know which toothpaste was which? 0:33 - No, we did not. 0:36 - How many took part in the test? 0:37 - About 250. 0:39 - How old were you then? 0:40 - We were sophomores and juniors. About 19 or 20. 0:42 - Thank you. Mr. Lefevre, did you brush any special way? 0:45 - No. They told us to brush as usual. 0:48 - Who told you to do that? 0:50 - The university scientists running the test. 0:51 - Thank you. 0:53 The results: after two years, 0:55 the Crest group had 34% fewer cavities, 34%. 0:57 Such results show why Crest is the only toothpaste 1:01 recognized effective against cavities 1:04 by the American Dental Association. 1:06 Their Council on Dental Therapeutics reports, 1:08 "Crest has been shown to be 1:11 an effective decay-preventative dentifrice 1:12 that can be of significant value 1:14 when used in a conscientiously applied program 1:16 of oral hygiene and regular professional care." 1:19 Protect your family with good dental habits, 1:22 checkups twice a year, and Crest, 1:24 the only toothpaste recognized effective against cavities 1:27 by the American Dental Association. 1:30

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