How do you market dental care products when it's Halloween? P&G's Crest and Oral-B show how it's done in this viral from Publicis Kaplan Thaler featuring a bunch of real kids (filmed in a focus group room with a one-way mirror). A bunch of kids dressed in their Halloween costumes are made to try some "veggie fruit chews" - flavored with asparagus, beets and other worthy vegetables. Reactions range from the mild -- "Mine tastes like broccoli, yuck!" -- to the Exorcist-style horrifying. The message, of course, is that you can't avoid candy on Halloween -- but you can brush your teeth. The viral has already chalked up over three million YouTube views.
The set-up is highly reminiscent of AT&T's "It's Not Complicated" campaign featuring kooky kids, but the introduction of puke somehow makes it totally fresh.