The toothpaste brand Crest shares how a simple smile can change the entire tone of a conversation. Crest worked with advertising agency Conill to produce smile-encouraging advertisements.
The ads reveal how a text message can be altered by adding a smiley face. Two of the exact same text messages appear on billboard side-by-side to show the difference. One text message contains a smiley face and one does not. The tone is much more pleasant when a smiley face is added. Each advertisement is accompanied by the caption "a smile changes the whole story."
The collection of minimalist ads is meant to encourage people to share a simple smile. This message also then encourages people to brush their teeth in order to ensure they are sharing their best smile possible. This clever and heart-warming ad campaign promotes good dental hygiene as well as happiness.