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: - Mrs Hugh Arey of Lake Minnetonka, Minnesota asks: 0:03 - We realize dental authorities 0:06 are concerned about people's dental health. 0:08 So we'd like to know exactly what's meant 0:10 when we hear Crest is recognized effective against cavity. 0:12 - Well, because the answer is so important. 0:16 We've asked Mr And Mrs Arey here to learn the facts 0:18 along with you. 0:20 Now you ask what "recognized effective" means. 0:22 - Right. 0:25 - Well, dental authorities certainly aren't telling you 0:26 to use Crest. That's up to you. 0:27 Let's look at what they are saying. 0:29 The exact words of the American Dental Association's 0:32 Council on Dental Therapeutics: 0:35 Crest has been shown to be an effective 0:37 decay preventive benefits 0:39 that can be of significant value 0:41 when used in a conscientiously applied program 0:43 of oral hygiene and regular professional care. 0:45 - I see. 0:49 But why is Crest the only toothpaste 0:50 recognized effective against cavity? 0:52 - Because only Crest has the kind of proof 0:54 dental authorities recognize. 0:56 - What kind of proof is that? 0:58 - Let me show you what kind. 0:59 Living proof based on eight years of tests 1:01 against regular toothpaste. 1:05 Tests conducted in homes like yours, 1:07 tests with school children, young adults, 1:09 people much like members of your own family. 1:12 - It sounds complicated. What did they have to do? 1:14 - Oh, nothing special. Half used crest, 1:17 the others, regular toothpaste, 1:20 and everyone brushed at home as usual. 1:21 - And that's all? 1:23 - That's right. 1:24 - And then what happened? 1:25 - Well in this test, for example, 1:26 there were 34% fewer cavities with Crest after two years. 1:29 And this one, 36% fewer cavities with Crest after one year 1:33 and so on. 1:38 - So that's why Crest is recognized effective. 1:39 - Yes. Recognized effective in a good dental program. 1:42 That's important. 1:46 Have checkups twice a year. 1:47 Wash between meal treats and brush often with Crest. 1:49 Crest, 1:51 the only toothpaste with fluoristan, 1:53 proved effective against cavities in homes like yours. 1:56

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