‘The back’ is back for Oral-B

Procter & Gamble toothpaste brand Oral B has revived ‘Rob the Dentist’, a character in its TV ads in the 1980’s, as part of a Facebook campaign.

The character known as “The back”, as he always had his back to camera, first appeared in Oral B ads in 1982, and made a brief comeback in 2003 to promote the Oral-B Power Toothbrush range.

Fans of the Facebook page can decide and share where they think Rob has been since the 80’s via an avatar. The best entry wins $10,000.

Joel Cotter, Oral-B brand manager, said: “Rob has been responsible for some of the category’s best performing and memorable campaigns. He is widely recognised and continues to intrigue Australian audiences. Rob gives Oral-B’s marketing efforts a real point of difference in the category and we’re excited to provide consumers with the opportunity to engage with Rob for the first time”.

Agency credits:

  • PR agency: Hausmann Communications
  • Digital agency: Arnold Furnace
  • Media agency: MediaCom

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