Ortho Technology July 2019


And What You Can Learn From Them

A great advertising campaign transcends the company that creates it. The Budweiser Clydesdales are nearly as iconic as the beer itself. People still say, “Dude, you’re getting a Dell,” in 2019, despite the fact that PCs aren’t even a major part of Dell’s business model anymore. When it comes to creating an ad campaign that Don Draper would be proud of, it’s best to look at massively successful examples from recent history. Here are a few of our favorites, as well as commentary on why they work and how you can use similar tactics. Brand Differentiation: Apple This mega-popular ad campaign consisting of 66 spots personified the difference between PCs and Apple computers. Playing the role of “PC” was a buttoned-up, nebbish character you’d expect to find in the most morose workplace on earth. The “Mac” character, by contrast, was laid-back, youthful, and effortlessly cool. After launching the campaign in 2006, Macs became the default laptop for nearly every incoming college student. Clearly, the lighthearted jabbing at the competition worked. Off-the-Wall Irreverence: Old Spice Most deodorant and shampoo commercials are bare-bones basic. They describe the “odor protection,” “moisturizing effects,” and the like. Old Spice takes the opposite approach. Their ads often feature absurd imagery, insane special effects, and Terry Crews literally yelling at you that you smell bad. Would this tone work for a life insurance company? Probably not, but it’s a great way to make simple consumer goods feel fun and exciting.


Spreading Awareness of the Dangers of DIY Orthodontics

The phrases “do it yourself” and “orthodontics” should never go together. And yet, some parents attempt to fix their children’s smiles themselves, often with disastrous results. Earlier this year, The American Association of Orthodontists (AAO) shed light on this troubling trend on their blog — highlighting the dangers of this DIY approach and urging readers to consult a professional. We applaud AAO for directly confronting this serious issue. Framed as a case study, the post presents the story of a young Greek boy with a gap between his front teeth. Wanting to improve their son’s smile, but unwilling to see an orthodontist, his parents came up with a simple solution: a little rubber band. Stretched between the two teeth, the band closed the gap in two days — before disappearing into the boy’s gums. Severe gum disease and tooth dislocation followed. Even after multiple dental procedures and surgery, the boy’s front teeth couldn’t be saved. Thankfully, the orthodontic professionals at the University of Athens stepped in, and the patient was eventually able to have a beautiful smile. According to AAO, the orthodontists moved his remaining upper teeth forward and reshaped the canines and lateral incisors. The boy’s tooth gap is finally gone for

good — although after far more extensive treatment than it would have taken if he had seen an orthodontist in the first place.

This is why AAO’s covering this subject matters. His parents wanted to help him, but they didn’t understand just how damaging manipulating teeth can be when you don’t know what you’re doing. Blog posts like this help spread awareness and can prevent near- tragedies like this one in the future. Many of us here at Ortho Technology are regular readers of AAO’s blog, and this article exemplifies why. It’s a straightforward, illustrative piece that speaks to both professionals and the general public alike. We can’t recommend this resource enough to members of an orthodontic office and their patients. It’s a great idea to point new hires and patients to aaoinfo.org/blog . Chances are they’ll find answers to questions they didn’t even know they had!

2 | www.orthotechnology.com


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