Title
Kids
Artist
Ed Meredith
Medium
Photograph
Description
The year was 1969. The client was Blue Cross Blue Shield of Illinois.
We were doing a series of seven ads and billboards on the benefit services they offered.
One of them was dental care for children and the Blue had some lame ideas that included
a Dentist with a kid in the chair to a picture if a simple toothbrush. I convinced them that kids
alone would be their best selling point and that I would bring in some photos that would work.
The Blue Crew said OK but they wanted good looking model types with excellent teeth.
I said "Sure thing, no problem”.
They were quite pleased with our execution of the seven ads… well , not exactly 'pleased’
with the children’s dental ad. They kind of sputtered and choked when they saw it… lol
There was five of them (clients) and one of me in their conference room. It was a bit
unbalanced so I decided to change the dynamics a bit by placing all the ads on the floor
so they had to leave the conference table and stoop to view the ads. It was a somewhat
of an unconventional presentation They were all in suits and ties, I was was in long hair,
mustached and wearing boots and Levis,.
They stared long and hard at the dental ad and were quite silent until someone said,
"But the teeth:" and I replied "Yeah ain't that great a brand new healthy one coming in.
Something that going to need a life time of care and protection. "They started to say something
about the kids not being "model" types and ethnic looking. But I dashed that with the reality factor
of changing demographics of the real world. And that these are the kids who need real
dental education and care. And that they would be on the leading edge and progressive in this
inclusive and real world approach..They gave up after a bit more convincing and we ran the ad
and billboard as is, with no retouching. It turned out to be a successful campaign.
One of the kids was the daughter of a friend of mine and the rest were pals of hers.
Uploaded
December 22nd, 2013
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