My theory is "product demos" were invented specifically for toothpaste advertising. After all, it’s all you see in the category. So when our client said they needed a demo, we gave them one the category had never seen: we recruited real dental students, and placed hidden cameras behind mirrors. Then we activated black light technology, to prove their toothpaste was leaving hidden plaque behind. It was gross. It was great. And once they brushed with ARM & HAMMER, poof, that pesky plaque was finally gone.