CP+B Miami Create Provocative New Spots for Aspen Dental to Challenge Mistrust of Dentists

Marketing a category like dentistry may not seem like a compelling branding opportunity, but CP+B Miami's partnership with Aspen Dental is the exception. Since they began working together in 2013, Aspen Dental  have become one of the fastest-growing brands in the US, adding a new office at the rate of one every five days. And their growth is due to a willingness to confront the public mistrust of dentists – surprising bills, inconvenient hours, impersonal care – and pledge to make it right.

The TV campaign shows precarious situations, a bank robbery for instance, and the dentist who comes to the rescue despite everyone’s scepticism.

This campaign, which first launched in February, has led to record-breaking new appointments.