Elmex Toothpaste Helps Fight Cavities By Promoting Cavities

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Shalmor Avnon Amichay/Y&R Interactive in Tel Aviv did this bus promotion where 600,000 tickets were given out with teeth artwork on one side. As each rider takes a trip, the card is punched and voila: You have a growing number of cavities. Hmmm. One of those things that looks cool until you realize, do I really need to see a… growing number of cavaties? No, it’s okay. You know the answer.

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Steve Hall

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