GREY BREAKS FIRST BLOCK DRUG ADS
By Adnews Staff
Grey Worldwide of Toronto has broken a new campaign for Block Drug, based in Mississauga. The television ads, promoting Polident denture cleaner and Poli-Grip denture adhesive, are the first the agency has created for Block Drug since winning the account last fall. "Historically denture wearers have been a bit pigeonholed as 'Grannies in the Garden,'" said Laurie Sloan, vice-president and managing director of Grey Worldwide Toronto. "We know that denture wearers feel psychologically younger than how they have usually been portrayed in advertising and we wanted to reflect mature adults in a vibrant way." The Polident spot depicts a man in his 50s is in the bathroom of his girlfriend's home. In the Poli-Grip spot, a man and a women in their 50s are eating foods denture wearers tend to avoid in a romantic way. The Polident spot began running in 15- and 30-second verisons in English and French on March 21. The 30-second Poli-Grip spot broke on March 26.