399. 1987 Creative Guild’s Radio Ad of the Year: PEPSODENT “Brush-Your-Teeth Crusade”

The PEPSODENT momentum carried over into the following year. After successfully hitting families with the mini-pack, PRC wanted to impress the kids and Socky Pitargue (JWT Creative Director) and company decided on a public service campaign that could pit the new toothpaste against market giant Colgate. The winning ad and the campaign were christened “The Brush-Your-Teeth Crusade”, and the idea, Pitargue says , was all about “writing a set of instructions that would be easy to remember.

Butch uy write the lengthy commercial, what he called “ang kwento ng Pepsodent,” in Pilipino, and had a gentle-voiced teacher/mommy character taking youngsters on a guided tour of their oral cavites, taking them left, right (‘kaliwa’t kanan”), up down (“taas-baba”) and around (“pa-ikot-ikot”). Uy didn’t forget to take side trips to the back of the teeth and the gums as well.

The commercial ended with a proper “Mumog-mumog, whoooosshh!” and was soon being memorized and recited by kids in public schools all over the country.

 SOURCE:  This article originally appeared on: Perfect 10, A Decade of Creativity in Philippine Advertising, pubished by the Exeutive Committee of the Creative Guild of the Philippines, First Edition 1995.  pp.72-73