Crest Pro Health Mouthwash and Toothpaste
In this commercial a woman that has been using the Crest Pro Health toothpaste, mouthwash, and toothbrush tells us how well it is working for her. The name of the woman that plays the Crest Pro Health user is Carolina Ravassa.
What the woman says:
(Woman using Pro Health): I started a week ago, going pro, with Crest Pro Health. Since I’ve been using Crest Pro Health I’ve noticed a huge improvement.
(Announcer): Go Pro. For a clean that’s up to 4 times better try these Crest Pro Health products together.
(Woman): The toothpaste is really awesome. It cleans, a lot.
(Announcer): Crest Pro Health protects not just some, but all these areas dentists check most.
(Woman):) This is gunna be a very good checkup. I feel it.
(Announcer): Go Pro with Crest Pro Health
(Woman): My dentist was so proud of my teeth today. After using Crest Pro Health for a few weeks I just feel brighter, fresher, cleaner
Phrases and claims and what they really mean:
- What the woman in the commercial said: I started a week ago… Since I’ve been using Crest Pro Health I’ve noticed a huge improvement.
- What some people might think that means: If I use Crest Pro I will have a huge improvement/cleaner/whiter teeth after only a week
- What it really means: The woman in the commercial clearly says “I started a week ago“. However, the fine print says “Plaque measurement in 4 weeks of regular use vs regular toothpaste and brush“. The woman also did not say what she noticed an improvement in. She did not say that she noticed cleaner teeth nor did she say she noticed a huge improvement in how clean her teeth were. Any assumption as to what the improvement was is left up to the imagination of the viewer.
- What the commercial says: For a clean that’s up to 4 times better try these Crest Pro Health products together
- What some people might think that means: If I use Crest Pro Health I will teeth that are 4 times cleaner
- What it really means: The announcer says that for the 4X improvement, all of the Pro Health products must be used together – Pro Health Mouthwash, toothbrush, and toothpaste. The announcer also said “up to 4x better”. This does not mean your results will be 4x better, it means the best possible results are up to 4x better than if using a regular toothpaste and a regular brush. As with the previous claim, the fine print also indicates 4 weeks of usage and only plaque buildup was measured. Not brightness of the teeth, not how clean the teeth or mouth was, nor ‘freshness’.
- What the commercial announcer claimed: Crest Pro Health protects not just some, but all these areas dentists check most. While this is shown on the screen a graphic is shown comparing ordinary toothpaste to Crest Pro Health. Only the Crest Pro Health has checkmarks in the “Fights Sensitivity”, “Fights Gingivitis”, and “Fights Plaque” boxes
- What some people might think that means: Only Pro Health toothpaste will prevent gingivitis, other toothpastes don’t
- What it really means: The comparisons of Crest Pro Health are made to “ordinary” toothpastes. There are many other toothpastes available that also fight gingivitis, plaque and sensitivity. It is also important to note that nowhere in this commercial is the claim made that Pro Health can prevent any of these issues. Instead the claims are “fights [against]” them which is not the same as prevention.
- What the woman says: After using Crest Pro Health for a few weeks I just feel brighter, fresher, cleaner
- What some people might think this means: If I use Crest Pro Health products I will have cleaner, brighter teeth
- What it really means: Nowhere in the commercial is the claim made that Crest Pro Health will help to brighten your teeth. This statement is simply the actress’ portrayal of how she feels. She did not say she had brighter teeth, fresher teeth, or cleaner teeth. Some people might think that the use of the words “I just feel brighter” to be an intentional attempt to make viewers believe that this product will give them brighter teeth.
This advertisement uses some wording and graphics that some people may think tries to trick the viewer into believing that the product does more than it actually does.