Whitening toothpaste Crest is presented as the means to difficult ends in a campaign with the tagline, “You can say anything with a smile”. In “Bulldozer” a demolition worker breaks the bad news to the boys on the playground, with a smile. In “Lice” a young man with a smile breaks the news to his partner that he is responsible for the problems they’re having with head lice. In “Pre-Nup” a man and his lawyer talk the bride to be into signing a pre-nup agreement, with a smile.
Click on the images below to play the Bulldozer, Lice and Pre-Nup videos.
With a Smile Credits
The Crest With a Smile campaign was developed at Saatchi & Saatchi New York, by executive creative director Gerry Graf, creative director Kerry Keenan, Alison Gragnano, copywriter Nathan Frank, art director Dan Lucey, agency producers Colin Pearsall, Maura Hurley, account supervisor Mollie Rosen, Christina Montero, Janet Thompson.
Filming was shot by director Harold Einstein via Station Film, New York, with producer Tom Rossano.
Editor was Ian Mackenzie at Mackenzie Cutler, NY. Sound was designed and arranged by Mark Healy.
The Crest campaign won a Gold Film Lion at Cannes International Advertising Festival 2008. What everyone wants to know is if Procter & Gamble actually took the gamble with this campaign and aired it.