Crest Toothpaste - Saatchi & Saatchi

Saatchi & Saatchi made this commercial for Crest toothpaste with the selling line: You can say anything with a smile.

From beginning to end, the spot is inventive and funny, and packed with subtle, hilarious touches. I like the use of odd-looking actors with real, uncosmetically enhanced teeth, for a start. In this ad the ending would be funny enough, but we get an additional detail: As she signs, the lawyer points below the line and says very gently, "and there." It's a powerhouse of economical comic dialogue and timing.

Even on the old paste-promoting medium of TV this is indeed a great example of "advanced creativity and innovation." It's enough to bring a smile to your face.