P&G: Crest Toothpaste, 1950s

Genre: Commercial

Year Published: 1950s

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

Format: 16mm

Description: Transcription: Frank This is Willie, a hamster. 0:01 His toothbrush. 0:04 Willie's teeth have never had a cavity. 0:06 My other guests have had only two cavities among them 0:08 in four years. 0:11 Willie and these children have helped test the 0:12 decay preventive few thought possible five years ago. 0:14 That decay preventive, fluoride in toothpaste form. 0:18 Crest toothpaste. 0:23 Why fluoride? 0:25 Since 1944, dentists could apply fluoride on teeth 0:26 to prevent cavities 0:30 yet what was needed was an inexpensive method 0:32 for applying fluoride on teeth at home 0:34 and in 1952, researchers at a Midwestern university 0:37 did develop such a method. 0:41 Crest, a wonderful tasting toothpaste 0:43 with a highly effective fluoride formula, 0:47 fluoristan. 0:49 Hamsters like Willie had their teeth 0:50 brushed with this toothpaste. 0:53 The evidence was conclusive, it worked. 0:54 But how well did it work on people? 0:57 Let's ask Burling Votaw, 1:00 one of the scientists who tested Crest. 1:02 - Here is your answer Frank. 1:05 These healthy teeth 1:08 all these kids use Crest. 1:09 In six years of testing, thirty-seven-hundred people 1:12 used fifteen tons of toothpaste. 1:15 Thousands of checks of teeth were made monthly. 1:18 - And the result? 1:21 - Crest reduced cavities about half. 1:23 In out first test on children, 1:27 cavity reduction was forty-nine percent 1:29 in another test on adults, forty-two percent, 1:31 and in our latest test, fifty-seven percent. 1:34 - And Crest is producing similar results 1:36 for millions of families today. 1:38 Yes, the university that developed the toothpaste 1:40 has granted Proctor and Gamble exclusive license 1:44 to make it as Crest. 1:46 Crest, the fluoride toothpaste that works. 1:48 Crest, the toothpaste that means you too may hear 1:51 "Look Mom, no cavities." 1:54 Crest, the fluoride toothpaste. 1:57

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