Arm & Hammer, the toothpaste and baking soda manufacturer, is
turning to TV to steal a march on rivals by staking its claim to offer
night time protection for teeth.
The US consumer products company is putting pounds 1.2 million behind
the launch of a new product, called P.M., which it claims will lead it
into a new and untapped sector.
The advertising, which breaks on satellite channels on Monday, is the
work of Scholz & Friends, which took on the Arm & Hammer account when it
acquired CKMP in August last year.
P.M. is designed to reduce the build-up of sticky plaque and bad breath
bacteria at night.
Written and art directed by John Kennedy and Steve Spence, the agency's
creative directors, the 30-second spot takes a humorous look at a date
going horribly wrong.
A couple are in a restaurant when the woman asks if her companion would
like to stay at her place and asks "Do you have any, er ...?
"Protection? Yes I do," the man replies, reaching into his pocket to
produce not the expected items but a tube of P.M. As he launches into a
sales pitch, his mortified date disappears.
Arm & Hammer, best known for its "Wow" TV and print advertising, is
distributed in the UK by Food Brokers. Media buying for the campaign is
through John Ayling & Associates.
Sara Sorby, the agency's account director on the business, said: "Arm &
Hammer has always had a distinctive edge to its advertising in the UK
and this film is no exception. There is a good sell of brand benefits
but in a light-hearted and memorable way."