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2-MAY-2024 | Kintab’s “Your Teeth Won’t Notice the Difference” Ad by Paul Belford

2-MAY-2024 | Kintab’s “Your Teeth Won’t Notice the Difference” Ad by Paul Belford

Dan Bogachek
May 02, 2024

Kintab’s “Your Teeth Won’t Notice the Difference” Ad by Paul Belford

“Difference”. Woven into hook, story, and punchline. In a little over a hundred words, you’ve completed a word association exercise: “Kintab” → “Make a difference.”

Also note the transition from the future tense to the present tense. “Your teeth won’t” → “Your brush won’t” → “You’re choosing.” Subtle, but it activates your imagination.

Your teeth won’t notice the difference. The planet will.

Your teeth aren’t too fussy. Toothpaste from some non-biodegradable plastic tube will taste pretty similar to our environmentally friendly tooth tablets. They clean in much the same way as any toothpaste does too, so your brush won’t notice the difference either. In fact the only real difference is that you’re choosing not to contribute to that giant floating island of plastic somewhere in the Pacific. And that’s what makes all the difference, without feeling very different at all.