# Dangerous Drink Ads The Crest Sensitivity Campaign Depicts Uncomfortable Teeth Situations By Meghan Young | Published 2013-01-14 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/crest-sensitivity-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/01/crest-sensitivity-coffee-water-ice-cream-cupcake/) & [publicisgroupe](http://www.publicisgroupe.com) The Crest Sensitivity campaign depicts some very [dangerous drinks and foods](https://www.trendhunter.com/trends/try-more-weird). Of course, they aren't dangerous in the expected way. While a cup of coffee has been made to look like a volcano about to erupt and a truffle like a ticking bomb, it is apparent that these delicious items can provide as much harm as it can satisfaction. Created by [Publicis](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching), an ad agency based in New York, the Crest Sensitivity campaign was art directed by Mike MacNeill with creative direction by Mark Ronquillo. It revolves around the idea of [tooth sensitivity](https://www.trendhunter.com/trends/claybrite) and how certain drinks and foods can illicit the sort of pain that people only thought possible with more dangerous situations including swimming with sharks. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 50% | Activity: 52% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Edgy Food and Drink Ads:** Opportunity for brands to create provocative and attention-grabbing advertisements showcasing the potential dangers of certain food and drink products. - **Highlighting Unexpected Harm:** Opportunity to emphasize the unexpected harm that seemingly harmless items, like coffee and truffles, can cause, sparking awareness and curiosity among consumers. - **Exploring Sensory Dissonance:** Opportunity to play with contrasting visuals and sensations, capturing the discomfort and surprise associated with tooth sensitivity in a creative and engaging way. ### Industries Being Reshaped - **Advertising:** Opportunity for ad agencies to develop bold and memorable campaigns that push boundaries and generate buzz for their clients. - **Dental Products:** Opportunity for dental care brands to create awareness and promote their products as solutions for tooth sensitivity issues highlighted in the campaign. - **Food and Beverage:** Opportunity for food and beverage brands to leverage the campaign's concept and create unique marketing campaigns that highlight the unexpected consequences of consuming certain products. ## Related on Trend Hunter - [Halloween Teeth Health Campaigns](https://www.trendhunter.com/trends/bringonthecandy.md) - [Confident Smile Campaigns](https://www.trendhunter.com/trends/aquafresh.md) - [Sound-Focused Ice Cream Ads](https://www.trendhunter.com/trends/magnum-ice-cream-ads.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Millennial-Targeted Toothpaste](https://www.trendhunter.com/trends/sensodyne-nourish.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Sensorial Soda Campaigns](https://www.trendhunter.com/trends/hurts-real-good.md) - [Tongue-In-Cheek Soda Campaigns](https://www.trendhunter.com/trends/tastes-better-campaign.md) - [Visually Appealing Food Campaigns](https://www.trendhunter.com/trends/taste-our-world.md)