There’s this new television ad about Crest teeth-whitening strips. (What did you think I meant?) Maybe you’ve seen it. The thrust of the ad is that you can wear these strips and still do things. It features some pretty young women doing things. It kind of reminded me of those old tampon ads that assured women they could remain active while wearing them –- although apparently that activity was limited to running in slow motion through a field of daisies.
What the pretty girls are mostly doing in the whitening-strip ad are laughing and tilting their heads in an attractive manner. I think they’re walking in one shot and sitting at a table in another.
The voice-over extols the benefits of doing things while wearing an invisible whitening strip on your teeth. There’s a close-up of one of the pretty girls, presumably the strip-wearer, smiling a pretty smile. Her teeth gleam. There’s no sign of a whitening strip. It really MUST be invisible!
Near the end of the ad, you could tell the voice-over guy was getting excited. He was headed for a climactic statement – the clincher that would tip the balance for an uncertain viewer: While wearing them “you can even,” he exclaimed, “drink water!”
What an incredible, slap-the-forehead moment! Let’s assess what we’ve learned so far:
We have the freedom to “do things” when we use these Crest whitening strips. It appears the things we can do are, in no particular order: sit, stand, smile, walk and tilt our heads.
And we can “even” (I love that they used that word!) ingest the most benign substance on the planet!
Now, I may not be the sharpest lure in the tackle box, but “even” I can do the math here: If you use these whitening strips and put anything in your mouth except water – your head may very well explode.
Ok, maybe not explode - but I bet something bad would happen.
Ever seen those nifty videos of folks putting Mentos mints in bottles of cola and turning them into mini volcanoes?
I wonder if something like that might happen if the strip-wearer drank some Coke instead of water? Now, if Crest ran a whitening-strip ad that featured a bunch of folks spouting mini, mouth volcanoes while en route to brighter teeth, it might tempt me to try them.
But I’m no darn good at sitting, looking pretty and sipping water. (However, one out of three ain’t bad.)
As the kids today might say (and I pride myself on being pretty darn hep to the jive) this ad is an epic fail.