Everyday people the focus in Crest ad

China: In conjunction with the National Dental Care Day on 20 September, Crest launched a new advertising campaign themed as “Great Crest Protection, Greater Smiles!”

Advocating daily dental protection as the key to healthier teeth, the ad shows three families of diverse backgrounds and age to demonstrate the role of Crest toothpaste products in their daily oral care and ordinary routines.

Three stories, one theme

The film traces the daily pursuits of the three groups – a young family of three, a couple, and an intergenerational family. The stories share a common theme: Just as we are all born with beautiful smiles, we also need the encouragement and confidence to smile more often.

Focusing on the tiny details that we all take for granted in life, the montages string together sensitive portrayals, including that of a life partner helping to squeeze toothpaste for you or a little girl trying to brush her teeth like her father despite being too short to reach the sink. The film speaks to the fleeting, understated moments in which we care for one another.

Brand awareness campaign series

Distributed on digital platforms such as Weibo and TikTok, the campaign seeks to reshape Crest’s brand image to “all-around oral protection” through a series of brand awareness activities, including a public awareness program on oral health aired on Chinese channel CCTV.

“I love Crest’s new brand proposition. The brand draws insights from real-life matters and illustrates the relationship between those being born with beautiful smiles and those being encouraged to smile,” said Joe Yue, Creative Partner at GREY Hong Kong, the creative firm behind the campaign series.

Right emotional value

“Crest also provides the right emotional value for its target consumer group. Due to better dental protection, we can have the confidence to smile, which breaks through traditional barriers – in addition to establishing strong brand empathy.”

“Consumers’ oral health awareness and practices are improving,” added Shannon Li, Vice President of Oral Health, Greater China, P&G China, the local distributor of Crest. “This year, Crest is furthering this movement by introducing a new line of products for dental care with the aim of bringing more protection and more smiles.”