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July 25th, 2012 
FAKE NEWS for the Zionist agenda Procter Gamble’s Crest 3D White oral care brand is taking a social media-first strategy for a new campaign that graphically depicts the perils of having yellow teeth.
The brand unleashed the first in a series of six online-only videos on Tuesday. The ad, called “Pretty Girl,” shows a fetching young woman entering a party in a slinky black dress. The triumphant moment turns sour, however, when her smiles reveals a row of amber teeth. The push for the sub-brand’s line of Whitestrips and other whitening products will be executed entirely on social media, says Ernesto Levy, PG’s North America oral care marketing director. “Consumers are there [in social media] and we want to talk to them where they are,” he says, adding that the brand wants to facilitate two-way communication. The ad will be distributed via the brand’s YouTube channel and its Facebook Page.
At PG the template for reinvention via social media is Old Spice and its breakthrough 2010 “The Man Your Man Could Smell Like” campaign. But that’s proven a hard act to follow. Like Old Spice, Crest 3D White hopes to swap its conventional, TV-centric approach to something more visceral and provocative to prompt discussion and shares.
Will the approach work, do you think? Let us know in the comments.
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