Holding a Toothpaste Intervention

At one point Lionel Richie was going to be the hero of this campaign, because life isn't fair, he is not. What is fair, is to say everybody uses toothpaste, but nobody thinks twice about it. So when we set out to introduce hello, a naturally friendly toothpaste, we decided the best thing we could do was enact a toothpaste intervention on America and deliver the toxic truth.