It’s really terrible when people don’t brush properly. So when Crest was looking for a brand campaign that could speak to the many things they do well, we felt compelled to do it. Crest have between nine and 9,000 different brands, but it was clear we needed to find something to say that could speak for all of them. Luckily for us, Crest was already saying it, in their tagline, 'Healthy, beautiful smiles for life.' Smiles for life, that was it. Perfect. Life is full of difficult awkward situations and if you can smile through them, you’ll probably do all right. We then needed a director to bring these stories to life. After talking with Harold Einstein we knew he was the guy. Nobody can smile through awkward conversations quite like he can.
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