P&G: Crest Toothpaste, 1970s

Year Published: 1970s

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

Format: 16mm

Description: Transcription: Kid Hey, do wear braces? 0:03 - Sure I have braces, can't you see? 0:04 - Almost everybody has them. 0:07 (kids laugh) 0:08 - It's kind of hard to brush around them and get in between. 0:09 Narrator As if kids who wear braces 0:12 didn't have enough to worry about, 0:14 they must take special care against cavities 0:15 because it's hard to brush behind braces. 0:18 - You think I look funny, you should see my brother. 0:21 (kid laughs) 0:24 Narrator Well they have a friend in Crest Toothpaste. 0:25 - They used to call me Rabbit Mouth 0:28 but now they call me 10 grin. 0:30 Narrator We did a three-way fluoride test 0:32 on kids with braces. 0:33 Stannous fluoride was applied to the teeth 0:35 and a cleaning pumice was painted on 0:37 and was used in normal brushing with Crest. 0:39 Results, 51% fewer cavities 0:41 than a group which had no fluoride treatments 0:45 and brushed with the same toothpaste 0:48 but without Crest's fluoride formula. 0:49 How much Crest helped we can't estimate, 0:52 but we're proud to have had a part 0:54 because fighting cavities is the whole idea behind Crest. 0:56

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