Procter & Gamble Company: Look, Ma! No Cavities! campaign

In Television's Classic Commercials: The Golden Years, 1948-1958, Lincoln Diamant offered this summary of a well-known spot for Procter & Gamble's Crest brand: "The car door flies open, a six-year-old in pigtails dances across the sub-urban lawn clutching her dental 'report card'—and suddenly, with the immortal 'Look, Ma! No cavities!,' the fluoride toothpaste era was born.." Created by Benton & Bowles, Inc., the 60-second black-and-white film spot began airing in 1958, just as Crest was on the verge of a coup that would have implications far beyond the world of advertising.

Actually, the truly pivotal event had already happened in 1955, when Crest debuted as the first toothpaste brand containing fluoride, a substance found to prevent tooth decay.

Procter & Gamble Company: Look, Ma! No Cavities! campaign

Judson Knight

Overview

In Television's Classic Commercials: The Golden Years, 1948-1958,Lincoln Diamant offered this summary of a well-known spot for Procter & Gamble's...

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