Frank: This is Willie, a hamster. His toothbrush. Willie's teeth have never had a cavity. My other guests have had only two cavities among them in four years. Willie and these children have helped test the decay preventive few thought possible five years ago. That decay preventive, fluoride in toothpaste form. Crest toothpaste. Why fluoride? Since 1944, dentists could apply fluoride on teeth to prevent cavities yet what was needed was an inexpensive method for applying fluoride on teeth at home and in 1952, researchers at a Midwestern university did develop such a method. Crest, a wonderful tasting toothpaste with a highly effective fluoride formula, fluoristan. Hamsters like Willie had their teeth brushed with this toothpaste. The evidence was conclusive, it worked. But how well did it work on people? Let's ask Burling Votaw, one of the scientists who tested Crest. 

- Here is your answer Frank. These healthy teeth all these kids use Crest. In six years of testing, thirty-seven-hundred people used fifteen tons of toothpaste. Thousands of checks of teeth were made monthly. 

- And the result? 

- Crest reduced cavities about half. In out first test on children, cavity reduction was forty-nine percent in another test on adults, forty-two percent, and in our latest test, fifty-seven percent. 

- And Crest is producing similar results for millions of families today. Yes, the university that developed the toothpaste has granted Proctor and Gamble exclusive license to make it as Crest. Crest, the fluoride toothpaste that works. Crest, the toothpaste that means you too may hear "Look Mom, no cavities." Crest, the fluoride toothpaste.