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CP+B Miami Create Provocative New Spots for Aspen Dental to Challenge Mistrust of Dentists

02/06/2017
Advertising Agency
Miami, United States
199
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In the spot, common misconceptions about dentist prices and operations are debunked in a visually comical fashion

Marketing a category like dentistry may not seem like a compelling branding opportunity, but CP+B Miami's partnership with Aspen Dental is the exception. Since they began working together in 2013, Aspen Dental  have become one of the fastest-growing brands in the US, adding a new office at the rate of one every five days. And their growth is due to a willingness to confront the public mistrust of dentists – surprising bills, inconvenient hours, impersonal care – and pledge to make it right.

 

The TV campaign shows precarious situations, a bank robbery for instance, and the dentist who comes to the rescue despite everyone’s scepticism.


This campaign, which first launched in February, has led to record-breaking new appointments.

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