Closing the Smile Gap

November 1st is National Brush Day. Crest and Oral-B vowed to end dental inequities by 2030. The premise is simple - more kids need toothbrushes. This is the kind of problem we, as a society, should be able to tackle. These spots will make it clear that despite this frustrating problem, Crest and Oral-B are prepared with a solution. For every product purchased in November, product will be donated to a child in need.

We knew these spots needed to feel real; they needed to feel lived in. For us, there’s familiarity in the clutter. In the dogs barking and the music leaking out of a speaker from the other room. In the morning light coming in through the bathroom window onto the creaky floor. We wanted viewers to get swept up in watching it, forgetting these were actors advertising for a brand. We strove to breathe life and humanity into a very real problem.