# Shakespearean Toothpaste Commercials Crest's Back-to-School Ad Touts the Benefits of Oral Care By Katherine Pendrill | Published 2016-08-08 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/benefits-of-oral-care References: [adage](http://adage.com/article/cmo-strategy/back/305349/) & [youtu.be](https://youtu.be/NYF4zpV3xC8) Procter & Gamble Co. recently debuted a new ad for [Crest](https://www.trendhunter.com/trends/crest-3d-white-deep-stain-remover) toothpaste that touts the benefits of oral care. While toothpaste is not the first thing that comes to mind when parents think of [back-to-school products](https://www.trendhunter.com/trends/backtoschool-hygiene), this campaign demonstrates how caring for one's teeth can be linked to academic performance. The new Crest ad involves a man dressed as Shakespeare sitting at a desk discussing a student that is missing a lively classroom discussion about Hamlet due to tooth pain. The Shakespeare-look-a-like then spouts a series of hashtags that extol the importance of oral care in helping students achieve academic success. As the ad plainly states at the end: "Kids with poor oral health are 3x more likely to miss school." The ad clearly demonstrates how brands that are not traditionally associated with the back-to-school season can remind families about the important role such products play in the life of a student. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 33% | Activity: 70% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### What Makes This Trend Stand Out - **Back-to-school Oral Care:** An emerging trend of promoting oral care products as essential for academic success during back-to-school season. - **Unconventional Brand Pairings:** The trend of brands that are not typically associated with back-to-school season finding creative ways to market their products to families. - **Health Impact on Education:** Growing awareness of the connection between oral health and academic performance, leading to opportunities for innovative campaigns and products. ### Sectors Adopting This - **Oral Care Products:** Opportunity for oral care brands to expand their target market by positioning their products as essential for academic success. - **Advertising and Marketing:** Opportunity for advertising and marketing agencies to create unconventional and attention-grabbing campaigns that resonate with families during back-to-school season. - **Education and Wellness:** Opportunity for educational institutions and wellness organizations to collaborate in promoting the importance of oral health in student achievement. ## Related on Trend Hunter - [Interactive Oral Hygiene Programs](https://www.trendhunter.com/trends/smile-school.md) - [Nostalgic Berry Toothpastes](https://www.trendhunter.com/trends/smurfberry-toothpaste.md) - [Confident Smile Campaigns](https://www.trendhunter.com/trends/aquafresh.md) - [Poetic Toothpaste Sets](https://www.trendhunter.com/trends/toothpaste-set.md) - [Back-To-School Promotional Winter Campaigns](https://www.trendhunter.com/trends/backtoschool-promotion1.md) - [Filmic Chocolate Toothpastes](https://www.trendhunter.com/trends/chocolate-flavored-toothpaste.md) - [Literature-Inspired Pen Campaigns](https://www.trendhunter.com/trends/bic-cristal-pen.md) - [Biscuit Spread Toothpastes](https://www.trendhunter.com/trends/biscuit-spread-toothpaste.md) - [Crisp Apple Toothpastes](https://www.trendhunter.com/trends/miffy-sweet-apple-toothpaste.md)