What if kids were dentists? This ad for Colgate finds out. Quite silly as you'd expect it to be.

It's also very similar in execution to AT&T's It's not that complicated campaign.

I suspect the reason is twofold. For one thing, "Parents with kids" is becoming as hot a demographic as 18-24, since you know, parents with kids spend money on necessary items on a daily basis. And secondly it's because a lot of people in advertising now have kids at this age and are discovering what parents who don't work 80 hours a week already know about kids: That they're cute, fun and idiosyncratic.

I know mine is. Except she's way smarter and cuter and funnier. And that's an unbiased opinion.

Client: Colgate
Agency: Red Fuse
Creative Director: Ingrid Ducmanis
Art Director: Jay Machain
Copywriter: Robin Gelfenbein
Producer: Lisa Kaplan
Global Digital Account Manager: Christine Rousseau
Production Business Manager: Jeff Fischer
EP: Barbara Resua
Sr. Project Manager: Bryant Briggs
Production: kaboom
EP: lauren Schwartz
Head of Production: steven sills
Director: erik moe
Producer: Becky Brown
Editorial Company: ShootersNYC
Editor: Dave Bradley
Assistant Editor: Eduardo Wong
Managing Director/EP: Jeff Beckerman
Postproduction Company: ShootersNYC
Smoke Artist: Mark Longchamps
Color: Matthew Rosenblum
Online Editor: Dave Bradley
Sound Mix: Mike Taylor (ShootersINC)
Local VO Record: Analogue Muse/NY


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about the author

kidsleepy 17 year copywriter, now CD, who has worked in many cities including Pittsburgh, New York, Atlanta, Montreal and currently Los Angeles. I snark because I care. I ain't complainin' I'm just tellin' it like it is.