The Sticky Ad

Crest had just launched a new, more powerful formula. It was more concentrated, more effective, and cut through grease better than ever. But in a low-involvement category where every brand makes similar promises, simply announcing the news wouldn’t stick. People have heard it all before. And in a digital world filled with clutter, attention is no longer given, it’s earned. So instead of telling people what Crest could do, we made them feel it. We tapped into something even more universally annoying than grease: online ads. We created Sticky Ads, a disruptive digital campaign built on repetition and irritation. These ads were everywhere. They lingered, followed users around, and made the experience of digital friction impossible to ignore. It wasn’t just an annoyance for the sake of it. It was a strategic mirror of the very problem the product was designed to solve. And once the tension was built, we landed the solution. If you hated how these ads stuck around, you’ll love what the new Crest does to grease. In a sea of forgettable claims, Crest earned attention by behaving like the problem it solves and cleaning up the conversation.