# Texting Toothpaste Ads These Ads Show How a Simple Smile Changes a Whole Story By Ady Floyd | Published 2015-05-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/simple-smile References: [designtaxi](http://designtaxi.com/interstitial.html?v=1&advertiser=External&return_url=http://designtaxi.com/news/376101/Clever-Toothpaste-Ads-Show-How-A-Smile-Can-Change-The-Whole-Story/) & [adeevee](http://www.adeevee.com/2015/05/crest-hospital-cry-brake-up-photos-rain-print/?PageSpeed=noscript) The toothpaste brand [Crest](https://www.trendhunter.com/trends/bringonthecandy) shares how a simple smile can change the entire tone of a conversation. Crest worked with advertising agency Conill to produce [smile-encouraging advertisements](https://www.trendhunter.com/trends/smile-20). 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](https://www.trendhunter.com/trends/bright-smiles-bright-futures) 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. ## Trend Insights (Trend Hunter) - Score: 5.4/10 - Popularity: 67% | Activity: 86% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Minimalist Advertising:** Opportunity for brands to communicate powerful messages through simple, minimalistic designs. - **Emotional Marketing:** Opportunity to tap into consumers' emotions to create a deeper connection with the brand. - **Interactive Outdoor Ads:** Opportunity to engage and captivate consumers through interactive and relatable outdoor advertisements. ### Where This Applies - **Advertising:** Disruptive innovation opportunities in creating impactful ad campaigns that evoke emotions and convey messages effectively. - **Oral Care:** Opportunity to innovate toothpaste and oral care products that promote dental hygiene and improve overall well-being. - **Digital Communication:** Opportunity to develop new technology and applications that enhance digital communication and promote positive interactions. ## Related on Trend Hunter - [Confident Smile Campaigns](https://www.trendhunter.com/trends/aquafresh.md) - [Authenticity-Celebrating Commercials](https://www.trendhunter.com/trends/colgate-commercial.md) - [Happiness-Boosting Toothpastes](https://www.trendhunter.com/trends/fresh-mint-toothpaste.md) - [Uplifting Mint Packaging](https://www.trendhunter.com/trends/tic-tac-packaging.md) - [Interactive Toothpaste Packaging](https://www.trendhunter.com/trends/bluemarlin.md) - [Joyful Oral Care Brands](https://www.trendhunter.com/trends/cocolab.md) - [Nostalgic Berry Toothpastes](https://www.trendhunter.com/trends/smurfberry-toothpaste.md) - [Color-Changing Toothpastes](https://www.trendhunter.com/trends/crest-kids-color-changing-toothpaste.md) - [Interactive Oral Hygiene Programs](https://www.trendhunter.com/trends/smile-school.md)