PS
For many years, P/S was Vietnam’s only toothpaste, but slowly market share began to slip as competitors started running big international ads. For the most part those ads were packed with info with stiff robotic dentists accosting people in malls.
We needed to help defend P/S, and make sure it remained Vietnam’s toothpaste.
Although half of dentists in Vietnam are women, on TV they were always men. So we wanted our hero to be a Vietnamese dentist and a mother. Suddenly she’s not just a talking head, but an expert for both teeth and child care. This made her something very powerful to moms in Vietnam…one of their own.