Crest "As Nature Intended"

In this print campaign, Crest is attempting to convey their teeth whitening strips as a natural product. The use of the strapline "As nature intended" encourages the belief that Crest strips remove unnatural build ups/colours and return the consumers teeth to their natural state. The campaign consists of three print ads created by New York agency Publicis Kaplan Thaler.

Each ad features some form of human alteration to an environment, a factory billowing out smoke, oil in water and a girl with a tattooed back. Personally, I feel that the campaigns strongest image is of the girl with the tattoos. This ad truly expresses that Crest creates a product that removes stains and it the easiest image in which to identify where the strip has been removed. While the factory scene also communicates the brand message, the image of the oil in water is not as strong. Crest may be better off choosing just the image of the tattooed girl to run this campaign with, as it is the clearest and most resonating of the collection.