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1-800-Dentist is launching three TV spots as part of its $50 million 2011 consumer advertising campaign.
The spots use humorous real-life vignettes involving friends, family and co-workers to show that 1-800-Dentist is the best and most reliable way to find the perfect dentist. They can also be viewed on the Los Angeles-based company's YouTube channel.
"Our plan is to continue to run a strong schedule of national television, coupled with spot market support in our larger demand DMAs," said a spokesperson for the dental profession's lead-generation company.
The new series of humorous 30-second spots (and shorter lifts of the same) began airing last week. It is the latest example of the company's increasing investment in prime-time network and cable television advertising to provide its member dentists with quality new patient leads.
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The spots use the tagline "Because sometimes your family is useless." One spot features mother/daughter banter where the mother is more interested in fixing her daughter up with a single podiatrist she knows than helping her find a dentist.
"We think that the slightly irreverent 'useless' tagline has some great social media possibilities," says 1-800-Dentist company President Michael Turner, in a release. "It has a real shot at becoming a popular culture catchphrase."
The commercials were created by Santa Monica, Calif.-based Secret Weapon Marketing. This is the first time in 1-800-Dentist's 25-year history that the company has partnered with an external creative team. Secret Weapon Marketing makes it a practice to handle a maximum of three clients at one time.
"We're upping our game," said 1-800-Dentist founder and long-time company spokesperson Fred Joyal. "We're increasing our TV spending to record levels to promote dentistry and attract even more new patients for our members."
1-800-Dentist made a special "guest appearance" on the Aug. 21 and 28 episodes of HBO's "True Blood" as an exhibitor in a scene taking place at a "vampire convention." The appearance was meant to illustrate the company's innovative way of showing millions of viewers that the Los Angeles-based dental marketer understands that everyone -- including vampires -- needs dental care. The driving theme behind the tongue-in-cheek campaign was, "We have a stake in your dental health."